How will college sports benefit from sports betting?

Las Vegas Sports Betting Board

Sports betting is a form of gambling where individuals place wagers on the outcome of sporting events. This includes the team winning the game and handicaps. New Jersey is one of the states in the US that has legalized this form of betting, including university sports wagering. But, there are some restrictions and regulations on certain stakes. This is to protect the integrity of the games and reduce the potential adverse effects. This article enumerates how college sports tend to profit from sports betting. 

Increased Revenue 

Staking in sports brings significant revenue to the college. This could fund new facilities and equipment that benefit student athletes school experience. The following are the different ways it boosts the school’s income. 

  • It increases interest in college sports, leading to higher match attendance and more TV viewers. This will increase ticket sales, merchandise sales, and program advertising income. 
  • It provides opportunities for partnerships and sponsorships between sportsbooks and college sports programs. Bookmakers partner with colleges to promote their brands and offer exclusive deals to fans. This is a win-win for the two parties. 
  • It creates new income streams for university sports programs through licensing and royalties. A college sports program can license its logo or name to a sportsbook. Royalties will then be given to them for any bets placed using its branding. 
  • Legalized sports betting states have established revenue-sharing agreements with university programs. With these, they reserve a part of the money generated by the top New Jersey online casinos at NJCasimile is reserved for colleges in the state. This provides a significant boost to the budgets of the sports programs.  

This type of staking is new in the United States. But some colleges and universities have already begun to enjoy its profits. Here are a few examples: 

  • University of Colorado 

This is the first college in the state to sign a deal with an Australian bookmaker in 2020. PointsBet became the official sports betting partner of the University athletic department. As part of the deal, it will provide funds for constructing a new sports medicine facility. 

  • Louisiana State University 

In 2021, this SEC college signed a deal with Caesars Entertainment to become the official casino sponsor of LSU Athletics. As part of the agreement, the bookmaker will have the right to project the team using the university logos and branding in its advertising and promotions. The multi-million deal will generate significant income for the LSU athletic department. 

These examples show how colleges enjoy the profits generated when they place a bet on university sports. Through partnerships, revenue-sharing agreements, and other arrangements. But, there are concerns about the potential negative consequences of gambling. This includes: 

  • An increased risk of financial distress. 
  • Mental health issues.  
  • Strained relationships. 
  • College students may be particularly vulnerable to gambling addiction. 

Increased Fan Engagement 

Sports betting allows fans to engage with their favorite teams and players. By staking on games, supporters become more invested in the outcome. Due to their commitment, they are likelier to watch or attend the matches in person. It increases the amount of data and analysis available to fans about teams, players, and statistics to make more informed decisions on stakes. This information enhances people’s understanding of the competition and increases engagement. 

Betting on college sports creates new fan communities and social networks. These online forums and social platforms of sites list by NJCasimile.com unite supporters. They give newbies support, encouragement, and advice on strengthening their betting skills. This is achieved through: 

  • Group discussion. 
  • Analysis. 
  • Collaboration opportunities. 

Several sports leagues have incorporated staking to boost fan engagement in recent years. The university athletic departments could use these same strategies. Some examples are: 

  • National Basketball Association (NBA) 

The NBA has been at the forefront of the sports betting movement. Becoming the first major U.S. sports league to partner with a sportsbook operator. The league has launched its Betstream product, which provides real-time data to bookmakers to ease in-play stakes. Its official app gives fans access to sports betting odds and information. 

  • National Football League (NFL) 

The NFL has partnered with many sportsbooks. These sponsors provide official NFL betting data and content. It has a free-to-play option called  “Pick Em” that encourages fans to make predictions. 

  • Major League Baseball (MLB) 

The MLB has been cautious in approaching staking. But it has taken steps to engage fans by partnering with online gambling operators. The league has also launched its betting-related content through the MLB Network. This provides fans with analysis, odds, and insights. 

  • National Hockey League (NHL) 

The NHL has partnered with many bookmakers to provide official NHL betting data. It has also integrated sports betting into its official app. The league also has a free-to-play option called “NHL Hat Trick Challenge,” which encourages fans to predict game outcomes. 

But, a bet on sports increases the risk of corruption and match-fixing in colleges. Factors like insider information and pressure from gamblers motivate stakeholders to engage in unethical behavior. This could easily compromise the integrity of the games or not. 

Improved Player Safety 

Gambling on sports could benefit the university beyond simply generating income. It helps in improving college athletes’ safety measures in several ways. These include: 

  • Increased Oversight 

Bookmakers are vested in ensuring the integrity of the games they offer. Since it is considered a full-fledged sport, they often use security measures to detect suspicious activity. Some of the ways they increase oversight and detect suspicious activity include:  

  • Monitoring of betting patterns. 
  • Collaboration with sports organizations. 
  • Use of technology like facial recognition and algorithms. 
  • Financial Incentives 

The benefit generated from these events is used to invest in better athlete safety measures. This helps reduce the risk of injuries and ensures that athletes perform at their best. Some of the ways that financial incentives improve athlete safety include: 

  • Research and development of new protective equipment. 
  • Improved medical facilities. 
  • Data Analysis 

The field of data analysis is becoming more important in sports. It provides valuable insights into athlete performance and injury prevention. Bookmakers collect data on every match, including injury reports and player performance statistics. These are used in the following: 

  • To identify the most common types of injuries in certain sports or among certain players. 
  • To develop targeted injury prevention programs that reduce the risk.  
  • Coaches can adjust training methods with the data too.  
  • Education and Awareness 

It helps raise awareness of college sports’ risks and potential dangers. It ensures the stakeholders are updated on injury prevention and proper medical care. 

  • Collaboration 

Its adoption could lead to greater collaboration between athletic programs and regulatory bodies. This will enhance the development and enforcement of safety standards. This includes: 

  • Sharing information on best practices for injury prevention. 
  • Developing common protocols for handling injuries. 
  • Establishing penalties for teams that fail to focus on athlete safety.  

Although the use of sports betting data to improve player safety is still in its early stages. There are a few examples of how sports leagues have started to leverage this information. These include: 

  • The National Basketball Association (NBA) 

In 2016, the NBA announced a multi-year partnership with sports data company Sportradar. This provides the league real-time data from domestic and international sports gambling markets.  

  • Major League Baseball (MLB) 

In 2015, the MLB announced a partnership with sports data company Sport Integrity Monitor (SportIM). This is to track the global online gambling markets for any suspicious activity related to MLB. 

  • The National Football League (NFL) 

Although, NFL has not formally partnered with any bookmaker. But the league has acknowledged the potential value of sports betting data for player safety in their new games, as it provides valuable insights into players’ performance and injury risk. In 2021, the NFL announced it would work with Genius Sports, a sports data company. The aim is to develop a real-time system to track player movements on the field. 

As sports betting becomes more widespread, stakeholders may be scrutinized. This ensures adequate measures are in place to protect the athletes and leads to greater pressure and stress for these individuals.  

There may also be a stigma associated with bets on university games. It could discourage athletes from reporting injuries or seeking medical treatment. It’s probably due to fear that it could impact their team’s performance or finances. 


Wagering has the potential to bring significant benefits to university sports. This includes increased earnings, fan engagement, and opportunities for partnerships and sponsorships. But, there are also potential adverse effects, like match-fixing and corruption. So every effort to legalize and control it needs strong oversight and rules. This will reduce the threats and ensures that they realize the potential benefits. By balancing the consequences, university sports teams continue to grow and thrive. At the same time, they maintain the games’ integrity and the athletes’ well-being. 

To Top