Date of Graduation

5-2025

Document Type

Thesis

Degree Name

Bachelor of Science in Business Administration

Degree Level

Undergraduate

Department

Marketing

Advisor/Mentor

Rapert, Molly

Abstract

Introduction

It is everywhere you turn. In recent years we have seen unprecedented growth in the advertising, activities, and addiction of gambling. To put it into perspective “the AGA reported that total revenue from land-based casino games, sports betting and iGaming reached $66.52 billion for the calendar year, a 10% gain from the previous record set in 2022.” Of that, $10.92 billion came from sports betting specifically which was a 44.5% increase from the prior year (Reynolds, 2024). Factors contributing to the rise include the increase in gambling advertisements, the legalization of sports betting, and the removal of environmental barriers to gambling. Presently, gambling addictions may start at a younger age than in previous years. Many college students engage in gambling, whether through sports betting, going to the casino, or playing blackjack on their phones. Without proper restriction and awareness of gambling addiction disorders, the negative consequences will continue to affect people worldwide.

In today’s world, gambling, particularly sports betting, is heavily promoted. Super Bowl advertisements, halftime shows, and television commercials frequently feature gambling ads. In fact, the NHL, NFL, MBA, and MLB all have deals with sportsbook operators (Bumbaca, 2023). It may not have been noticed until now how often these ads occur. There is evidence that gambling advertisements most heavily affect children, young people, and those already suffering from gambling addictions (McGrane et al. 2023). They serve as a subliminal reminder that a bet is only a few clicks away, making gambling seem fun and risk-free.

People are developing gambling behaviors at a young age. With the increasing popularity of sports betting and fantasy sports, gambling has become a hobby for many college students. Professional sports leagues exploit gambling addictions to make millions, similar to how cigarette manufacturers exploit nicotine addictions for profit. Advancements in technology allow sports gambling to happen anytime and anywhere from a cell phone.

People addicted to gambling are aware of the potential financial losses, but they may not consider the other adverse impacts it can have on their lives. “From a clinical perspective, gambling disorder is characterized as a behavioral addiction involving persistent and repetitive behaviors leading to significant harm or distress” (Kardefelt-Winther et al. 2017). Gambling can affect personal well-being, family relationships, impulse control, and morality. These and other factors will be further discussed in this project.

This research project has the potential to positively affect our community, this educational institution, and society as a whole. It is important to spread awareness of problem gambling and to educate others so that they may understand the scope of this issue. A broader knowledge of addiction, gambling behavior, and psychological well-being can contribute to improving the outcomes for individuals affected by gambling. These findings may provide data to implement gambling regulations that support prevention and treatment. My goal is to increase awareness, reduce the number of individuals who engage in problem gambling, and to increase the practice of responsible gambling, as encouraged by this research. Sports betting is heading in a scary direction. With studies like this, its path can be changed.

With this research I am seeking to answer:

  1. What are the main influences of sports betting?

  2. What are the consequences and long-lasting effects of sports betting?

  3. Are individuals aware of the negative consequences of sports betting?

  4. How is sports gambling marketed and integrated into professional sports, and what is the effect of this integration?

Keywords

Sports Betting; Gambling; College Students; Gambling Addiction; Behavioral Health; Risk Factors

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