The Rapid Rise of the Sports Betting Media Market
Sports betting media is booming. Podcasts, live streams, and on-air segments offer new career paths.
This article examines leading companies, how to land your first media role, and the criticism fueling debate over sports betting’s rapid rise.
The Impact of Legalization in America
The rapid expansion of sports betting in the United States is reshaping the media landscape. Since the Supreme Court's 2018 decision to lift the federal ban on sports betting, legal markets have emerged in dozens of states.
This surge in legal betting has driven demand for sports betting content. Media companies are building platforms dedicated to betting analysis, picks, and industry news.
Betting Culture in the UK
In the UK, sports betting is long integrated into the media. Horse racing has a deep-rooted connection with betting culture through dedicated TV coverage, newspapers featuring odds, and a strong presence in sports media.
The American market is following a similar path. Sportsbooks partner with networks and influencers to normalize betting discussions in sports coverage.
Types of Sports Betting Media Roles
The growth of sports betting media has diversified job opportunities. Roles range from front-facing talent to behind-the-scenes positions, including:
- On-Air Talent – Analysts, hosts, and commentators who break down betting markets, provide insights, and engage audiences.
- Social Media Managers – Specialists who craft engagement strategies and grow betting-related brands on platforms like Twitter and TikTok.
- Producers – Coordinators who develop betting-focused programming for TV, radio, and digital platforms.
- Data Analysts – Experts in odds and statistical modeling who contribute to content creation and betting tools.
- Content Writers – Journalists and bloggers who cover industry news, betting previews, and opinion pieces.
- Podcasters – Hosts and producers creating long-form discussions on betting strategies and industry trends.
- Advertising & Partnerships – Marketing professionals who monetize betting content through affiliate deals, sponsorships, and brand partnerships.
ParlayJobs has a page dedicated to sports media roles within the betting market.
Leading U.S. Sports Betting Media Companies
A handful of major players dominate the sports betting media space, with new startups emerging regularly. Established sports media brands have pivoted to include betting content or launched dedicated betting verticals. Some of the biggest companies include:
- Barstool Sports – Built a loyal audience and leveraged its brand to launch Barstool Sportsbook.
- Audacy – A growing audio-based sports media company with a strong betting focus.
- Action Network – A data-driven platform providing expert picks and analysis.
- VSiN – A sports betting network offering in-depth analysis from professional bettors.
- Bleacher Report Betting – A sub-brand delivering betting content to younger audiences.
- The Ringer – Produces sports betting podcasts and written content integrated into its broader sports coverage.
The betting media sector offers an easier path into the industry compared to traditional sports media. The low barrier to entry lets aspiring professionals build an audience independently.
Breaking Into Sports Betting Media
Landing a job in sports betting media depends on the role. For on-air talent, building a personal brand is essential. Aspiring analysts should grow their audience on platforms like YouTube, TikTok, or Twitter by sharing valuable betting insights.
For behind-the-scenes roles, betting knowledge is a major asset. Experience in sportsbook operations, data analysis, or digital marketing can open the door to media roles.
Networking is critical. Attending industry conferences, engaging on LinkedIn, and contributing content to betting platforms can help build credibility.
Criticism of Sports Betting Integration
Despite rapid expansion, not everyone supports the growing presence of sports betting in media. Many fans feel the integration has gone too far, making it hard to watch sports without constant betting references.
There have been calls to ban betting sponsorships on football shirts and in stadiums, and to restrict betting advertisements.
Critics argue that excessive promotion may lead to problem gambling, especially among younger audiences.
The Future of Sports Betting Media
Traditional sports media struggles to monetize as ad revenue shifts. Betting-related content offers a lucrative alternative through affiliate marketing, sponsorships, and partnerships with sportsbooks.
Some predict a future where viewers control their experience with customizable viewing options. Fans may choose to exclude betting content or opt for interactive experiences with live odds and insights.
For those looking to enter the industry, the time is now. Whether your background is in media, betting, or marketing, opportunities are expanding rapidly.
Early adopters in sports betting media will likely benefit from the industry's continued growth.