The future will bring closer ties between sports leagues and betting companies, all of which seek to maximize profits from fan bases. Unlike ticket and merchandise sales, this avenue has almost exponential potential. As more opportunities arise, problems will, too, no matter how many resources the sports and gaming industries devote to promoting responsible gambling ¡ª even as they provide free offers and come-ons to keep bettors engaged. There might be increased regulation down the line, but states won¡¯t be too willing to surrender the tax revenues, which are sure to keep increasing.





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It adds up to a sporting experience infused at every level with gambling. Just as fantasy sports spread from the province of hard-core fans to just about everybody who follows sports, sports betting will balloon, too. Young fans who watch sports now because of the ability to gamble will continue to embrace betting¡¯s holy trinity of technology, social media and camaraderie. Meanwhile, sports leagues will understand that to thrive, they must partner with companies that provide instant, easy and personalized betting experiences and attract young fans for the long term.
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