research

How Much Do Leagues Stand to Gain from Legal Sports Betting?

The four major sports leagues will earn a collective $4.2 billion from widely available legal sports betting.
research

How Much Do Leagues Stand to Gain from Legal Sports Betting?

October 18, 2018

The four major sports leagues will earn a collective $4.2 billion from widely available legal sports betting, further proving that working together with the gaming industry will pay dividends for all sports stakeholders. Legal sports betting will also create substantial opportunities for state and local economies, generating tax revenue, jobs and supporting small businesses across the country.

The study analyzes the revenue streams that legal sports betting could generate for both professional leagues: revenue as a result of spending from betting operators on advertising, data and sponsorship, and revenue generated as a result of increased consumption of the leagues’ media and products.

$

4.23

Billion
Direct and Indirect Revenues Impact
$

596

Million
Direct TV Advertising Revenue from Gaming Services
$

89

Million
Data and Video Revenue
League-by-League:
Major League Baseball stands to gain $1.1 billion in projected revenue from legal sports betting.
The National Football League will potentially see $2.3 billion in revenue from legal sports betting.
Annual revenues for the National Basketball League may increase by $585 million from legal sports betting.
Legal sports betting may drive $216 million in annual revenues for the National Hockey League.

Methodology
To quantify the value of a legal sports betting market to the NBA and MLB, Nielsen Sports surveyed more than 1,000 adult sports fans – including NBA and MLB fans – and self-identified sports bettors nationwide to model how a national, legal sports betting market would affect the sports consumption habits of non-bettors, casual bettors and avid bettors, and how this change in consumption would translate to increased revenue.