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п»їA new 33-page report from JPMorgan breaks down how media companies can cash in on the rise of US sports betting. Here are the key takeaways and likely winners.
This story is available exclusively to Insider subscribers. Become an Insider and start reading now.
US media companies have yet to unlock the potential of sports gambling, JPMorgan said in a report. The Wall Street firm said the expansion of online betting is creating new opportunities for sports media. The report also outlined how sports-media brands like ESPN, CBS Sports, and Sinclair could cash in. Visit the Business section of Insider for more stories.
Sports betting is still a largely untapped opportunity for US media companies, according to analysts at the Wall Street giant JPMorgan.
Media firms from NBCUniversal to Barstool Sports have leaned into the US's emerging legal sports betting industry over the past few years. Some inked six-figure marketing deals with betting operators, as in the case of NBCUniversal, or landed lofty valuations on the backs of casino investments, like Barstool.
But a new report by JPMorgan outlines the bigger opportunity for media investors that's being created by the expansion of online gambling. It also breaks down the media companies best positioned to cash in on the sports-betting rush, including ESPN and Sinclair Broadcasting.
JPMorgan estimates the US sports-betting industry brought in $1.5 billion in revenue in 2020, and will generate $9.2 billion by 2025. Roughly half that sixfold growth could come from US states that are yet to roll out online sports betting, including New York, the nation's largest media market, and California, home to Hollywood and Silicon Valley.
"Media networks are only scratching the surface when it comes to the value they can drive for betting platforms," JPMorgan analysts wrote in the February 3 report.
JPMorgan expects sports-media networks to lean into online gambling in a few ways:
Media networks can use their brands to lend credibility to gambling operators and funnel potential gamblers their way. This thinking has driven many of the sports-betting and media tie-ups we've seen so far, particularly among regional casino firms like Penn National Gaming that want to reach a national audience. Daily-fantasy-sports sites FanDuel and DraftKings — US sports betting's early market leaders by wagering volume — may also pursue more partnerships like these if Penn and other smaller competitors successfully steal market share through media deals. "To the extent smaller operators though can successfully leverage media for market share, we think this will put more pressure on the entire industry to pursue similar arrangements," the report said. Broadcasters could integrate betting into live sports. This gets to the holy-grail opportunity for media companies, which is to not only to take advertising and affiliate dollars from operators, but to use betting to bolster engagement and viewership of sports. "The greatest opportunity for sports networks, however, is to integrate betting content where it can reach the largest and most engaged audiences, which is during live games or immediately preceding them on studio shows," the report said. Networks could create custom gambling events. The sports industry turned to virtual simulations and other types of matches to keep fans, and gamblers, engaged when the pandemic temporarily halted sports last year. Broadcasters could learn from that moment and create events designed to attract betting action. "While the nature of a public telecast makes betting exclusivity difficult, sports networks could sell sponsorship and integration rights for these unique events, and even provide exclusive streaming video into platforms," the report said. Of course, that also depends on the leagues embracing betting. Some like the NBA and PGA Tour have leaned in while the NFL and others are coming around to gambling.
The report also breaks down the most likely winners among JPMorgan's portfolio of sports-media stocks:
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Different types of gambling, media converging for growth.
ATLANTIC CITY, N.J. (AP) — The many different types of gambling are quickly coming together with each other and with media outlets — and Wall Street is taking notice.
Casino gambling, internet gambling, sports betting and daily fantasy sports are no longer separate silos with unique audiences: Gambling companies are increasingly combining them and partnering with media companies to expand the reach of gambling.
This expansion is leading Wall Street analysts to predict fast-growing revenue in the U.S. over the next five to 10 years. Morgan Stanley sees a $15 billion sports betting and internet gambling market by 2025, and Macquarie Research says that same market could be $30 billion by 2030.
“The once disparate categories of online gaming, media and sports are joining teams to create powerful partnerships that we believe will grow viewership, increase overall fan engagement, and drive significantly higher market values for all those connected,” Macquarie wrote in a report issued Tuesday.
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It cited numerous examples of deals between sports betting and media companies last year, including Bally’s and Sinclair Broadcasting; Flutter Entertainment and FOX; PointsBet and NBC; William Hill and CBS; DraftKings and Caesars Entertainment partnering with ESPN; Penn National and Barstool Sports; BetMGM and Yahoo; and Turner Sports’ deals with FanDuel and DraftKings.
David Schwartz, a gambling historian with the University of Nevada Las Vegas, said combinations like these “seem to be the wave of the future.”
“With geographic expansion nearly complete in the U.S. — Texas is the biggest unserved market still out there — casino companies are looking to grow their revenues by expanding into new forms of gambling, (and) online and sports betting are the most prominent,” he said. “Even daily fantasy sports is seen as a viable route, as seen by recent moves by Bally’s and Caesars. The media partners get more content and more eyes on their product.”
Bill Miller, president of the American Gaming Association, the gambling industry’s national trade association, said deals like these are “a logical extension” of the industry’s desire to keep pace with customer expectations.
“Responsibly growing these verticals will be essential to the industry’s continued success,” he said.
In a report last week, Morgan Stanley forecast a $15 billion market for sports betting and internet gambling by 2025, an increase of 27% over current levels. As much as $10 billion of that is likely to come from sports betting, the company said.
Most analysts expect at least half the country will have legal sports betting by the end of 2021, with continued expansion after that.
Sports Betting in Media.
Since sports betting was legalized in 2018, the betting handle in the U.S. has surpassed $23 billion according to the Legal Sports Report and is poised for exponential future growth providing opportunities for the media industry to leverage this emerging industry.
Webcast Recording.
Hear from the experts in the latest CTAM Wired Webcast on the importance of sports betting, how ESPN is integrating it into their strategy, as well as consumer interest in betting directly through the TV.
Lauren Keiling – Director of Strategic Insights, ESPN Adriana Waterston – SVP, Insights & Strategy, Horowitz Research.
Sports Betting: Media’s Growing Interest in Legalized Gambling.
Todd Longwell.
Latest.
While the global pandemic has been a frequent disruption to pro sports since nationwide lockdowns brought many industries to a standstill in the spring of 2020, statewide legalization of sports betting in the wake of the U.S. Supreme Court’s approving decision in May 2018 has continued.
As of February 2021, legal sports betting is up and running in 20 states and the capital, with Virginia becoming the 20th state to unveil its operations last month. Another five states have legalized sports betting and are working to make it operational in the near future.
What’s next for the frontier of legalized gambling in the U.S. is the focus of “Sports Betting,” the third in-depth examination of the sector from Variety Intelligence Platform (VIP) following our launch report on the subject as well as our Variety Thought Leader report, the latter of which was our first exploration of the new betting market coming together.
The 20-page report highlights the companies from the media and betting sectors joining up to take advantage of the new opportunities afforded by the legalization of sports betting.
Now that the stability of sports broadcasting as a market driver for media companies has been compromised by COVID-19, resulting in a pronounced shift from MVPD subscriptions to streaming, media companies that once relied on steady revenues from sports rights deals struck with their owned networks are turning to sportsbooks to offset losses.
The forecasts for where the market cap of sports betting will rise continue to change frequently in scope. While more modest estimates expect the market to reach close to $8 billion by 2025, analysts continue to rapidly revise their expectations, with one Morgan Stanley watcher projecting sports betting and internet gambling could reach a combined $15 billion by that time.
As coronavirus remains volatile and the reality of consumers reassembling the cable cords they’ve cut remains unlikely, the investments in and attention given to sports betting only stand to expand. If you’re in a state that has yet to hop on the bandwagon, you can bet that won’t be the case for much longer.
Read on to learn about:
A state-by-state look at the status of legal sports betting, and which states stand to become major challengers to the betting markets in Nevada and New Jersey.
Which media companies are partnering with sportsbook operators in rapid succession, as well as how the largest players in gambling are handling this new economic territory.
The potential dangers posed by the legalization of sports betting, given several ways in which gambling captivates consumers and athletes alike.
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