¡°It¡¯s not about winning or losing a million dollars,¡± says Mark Beal, an assistant professor at the Rutgers School of Communication and Information and author of Gen Z Graduates to Adulthood. ¡°Even if they¡¯re betting one, two or three dollars, they¡¯re involved in watching the entire game. This is engagement in sports in 2022 and beyond. Sports betting is allowing that to happen.¡±
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Sports betting ads are also going beyond traditional media outlets. For the 2022-23 season the NHL, in a first, will feature a ¡°3¡±x ¡°5¡± ad patch on the front of players uniforms. Three of the 32 franchises will have a patch associated with casinos and betting. The Arizona Coyotes will have an ad from Gila River Resorts and Casinos; the Vegas Golden Knights with Circa Sports and the Washington Capitals with Caesars Sportsbook.
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Last month ended a streak of four consecutive months with decline in sports betting handle. The total sports betting handle last month was $80,037,045, up 2.2% from $78.3 million in July.