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Teams would be smart, he says, to provide information and programming to help serve those who want to bet, but stop short of directly promoting gambling on games. One factor that could help fans adjust to the world of wagering is that teams have been training them to "gamify" the sports they watch for a long time.

From giveaways when teams pull off certain scoring feats to mobile fantasy games that let fans pick who they think will have a big game on any given night, front offices' marketing executives have conditioned fans to make strong connections to their brands through easy-to-play mini-contests. Legalized betting stands to grow that exponentially.

Gamble (La Partita) - Pino Donaggio | Songs, Reviews, Credits | AllMusic

A survey by Nielsen Sports studying the relationship between sports betting and the NFL found that 84 percent of respondents said they were more likely to watch a game they weren't previously interested in if they have a bet on it. Sports bettors—those 18 and over that had participated in any level of sports betting or fantasy sports over the previous 12 months—also accounted for 25 percent of the total NFL regular season audience, but watched 47 percent of all minutes viewed on TV, the survey found. Still, not all Chicago teams will explicitly encourage their fans to gamble.

The notoriously conservative Chicago Bears, for example, initially shunned on a moral basis the prospect of doing a sponsorship deal with a casino when the NFL opened up the category to advertising in It wasn't until years later that the team inked a partnership agreement with Caesars Entertainment, the NFL's official casino partner. The Cubs, on the other hand, may take a more aggressive approach by programming content that caters to gamblers into the new Marquee Sports Network they are launching in February. Major League Baseball may be the biggest major sport beneficiary of betting as new fan engagement tool.

A league that set a year low in attendance in and is looking for a jolt to popularize the game among younger fans may be able to get them in the door and watching more frequently if they have some action on a game.

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That will require a nuanced marketing approach to avoid alienating fans that don't want betting to be part of their fan experience, says Dan Migala, co-founder of Chicago-based sports marketing consulting firm 4Front. The type of operation was listed as Interstate.


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