Despite Widespread Legality, Public Opinion on Sports Betting Is Still Mixed
Key Takeaways
- Public opinion on sports betting is almost evenly split: 33% of U.S. adults said that, in general, they believe the activity is a “good thing” for the country as a whole, while 31% said the opposite. The shares who said they support and oppose brands partnering with sportsbooks were nearly identical, too.
- That said, young people and sports fans — especially women’s sports fans — are decisively accepting of both behaviors.
- Despite sports betting now being legal in most U.S. states, participation in it is still fairly limited: Just over than 1 in 4 (26%) have ever bet on sports, and this group skews heavily young, male and white.
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In an era of extreme political polarization and media fragmentation, sports — both professional and recreational — are a rare hobby that is currently experiencing growth among most key demographics.
There is, however, one corner of the sports universe that is still a notable source of division: gambling.
In May 2018, the Supreme Court declared the Professional and Amateur Sports Protection Act (PASPA), which limited legal sports gambling to Nevada, unconstitutional. Since then, 38 states (and Washington, DC) have legalized the practice in some form, eager to activate another taxable income stream.
But widespread legalization isn't necessarily a reflection of public opinion on the matter. New Morning Consult data reveals that Americans’ are near-evenly split on the propriety of sports betting in a number of contexts.
Borderline on betting
The share of U.S. adults who believe sports betting is “more of a good thing” (33%) for the United States is roughly equal to those who believe it’s “more of a bad thing” (31%) and those who haven't yet made up their minds (36%).
Public Opinion on Sports Betting Is Mixed
It’s rare to see public opinion so neatly undecided; most issues Morning Consult tracks lean at least slightly one way or another at the general population level. It’s also rare to see Democrat and Republican-identifying Americans respond in such lockstep — the shares of each group who view sports betting as a societal good and a societal ill are statistically equal (and similar to that of all U.S. adults).
However, some cohorts more decisively embrace the behavior. Pluralities of men (41%), Gen Z adults (40%), millennials (42%) and avid sports fans (46%) reported optimism about the impact of sports betting on the country at large. Avid women’s sports fans’ support goes a step further; a clear majority (55%) of this group said sports betting is good for the United States. This stance tracks with previous Morning Consult research, which found that women’s sports fans are uber-engaged on fronts of fandom, from game attendance and merchandise purchases to following their favorite teams and athletes on social media.
Sports bettors at a glance
Unsurprisingly, the profiles of those who don’t take issue with sports betting are, for the most part, reflected in the profile of those who actually engage in the activity.
Over half of sports bettors are Gen Zers or millennials, and more than two-thirds (70%) are men. They also skew white, lower-income and non-college educated.
Most Sports Bettors Are White, Male and Low-Income
That said, the total world of sports bettors is still fairly small: Just over 1 in 4 U.S. adults (26%) have ever placed a sports bet. Women represent the most obvious growth opportunity for sportsbooks, but attracting them en masse will be an uphill battle.
Just 25% of women view sports betting in a positive light, the lowest share of any major demographic excluding baby boomers. Plus, there’s a longstanding association of gambling with negative outcomes that disproportionately impact women, like financial and interpersonal strife.
Ultimately, men’s and women’s disparate views on — and participation in — sports betting are just one of many gender gaps cropping up in Morning Consult data as of late. Brands of all kinds, sportsbooks or otherwise, should be aware of this trend and be thinking about how their products and messaging can fit into an increasingly gendered consumer environment.
Should brands bet on sports betting?
Americans’ feelings on brands partnering with sportsbooks largely mirror their feelings on sports betting in general. Roughly equal shares of U.S. adults support (32%) and oppose (34%) this behavior, and the most supportive subgroups are once again men, young people and sports fans.
Public Opinion on Sportsbook Sponsorships Is Also Mixed
Most professional leagues and teams have embraced sportsbooks with open arms, as have most sports media properties and personalities. Interaction between consumer brands and sportsbooks, meanwhile, has been relatively limited. However, Delta’s recent headline-making announcement of a forthcoming partnership with DraftKings may change this.
These relationships have yet to materially hinder the perceptions of any involved party, per Morning Consult’s brand tracking data, but some fans are reporting fatigue with the omnipresence of sports betting ads and content attached to game broadcasts. So while the individual reputations of brands that involve themselves with sportsbooks will likely go unharmed, the long-term cultural resonance of sports may be more at risk.
Ellyn Briggs is a brands analyst on the Industry Intelligence team, where she conducts research, authors analyst notes and advises brand and marketing leaders on how to apply insights to make better business decisions. Prior to joining Morning Consult, Ellyn worked as a market researcher and brand strategist in both agency and in-house settings. She graduated from American University with a bachelor’s degree in finance. For speaking opportunities and booking requests, please email [email protected].
