The Impact of Legalization of Sports Gambling: How Motivation, Fandom, and Gender Influence Sport-Related Consumption
in International Journal of Sport CommunicationThis study examined how the legalization of sports wagering, in association with several factors (i.e., gender, motivations, and fandom), has impacted gambling behavior, interests in sport, and sport-related consumption (e.g., media, ticket sales) using a sample of active gamblers above the age of 21 (N = 58). The findings showed that economic motivation significantly predicted gambling behavior, interests in sports, and sport-related consumption, while fandom did not. People who are motivated by money are more likely to wager on sport and consume sport. However, being a sport fan or not does not impact those variables. Based on the results of the current study, it could be suggested that, since sports wagering was recently legalized, sport organizations should move quickly to attract new and potential market segments (e.g., gamblers).
Cason, M. Lee, J. Lee, and Arner are with the Dept. of Sport Management, College of Business and Management, East Stroudsburg University, East Stroudsburg, PA, USA. Yeo is with the Dept. of Sports Industry Studies, College of Educational Sciences, Yonsei University, Seodaemun-gu, South Korea.
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