The worth of US sports sponsorships

The rush of sponsorship deals in the US between sports leagues and teams and gaming operators is suggestive of the wholehearted embrace of sports betting. But the number of deals that have been signed raises questions about their value and whether the much-vaunted fan engagement will bring the expected benefits for both sides of the equation

There is an argument that regulated sports betting has come just in time for the major US sports leagues and professional franchises. Like the cavalry turning up in the nick of time, regulated sports betting and the fan engagement that goes with it has arrived just as sports consumers are turning off mass viewership of…

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