Association of Marketing Theory and Practice Proceedings 2020

Document Type

Conference Proceeding

Conference Track

Sport Marketing

Publication Date



A Supreme Court ruling in 2018 essentially rendered restrictions on sports gambling to run counter to states’ rights, thus in conflict with the Constitution of the United States. As a consequence, 13 states and the District of Columbia now have legalized sports gambling. Initial research into the consequences of this ruling identified 12 potential beneficiaries. Subsequent research entailing an assessment of new literature and a survey of executive opinion involving a number of marketing executives who work within the field of sports marketing expanded the findings from the earlier study. This extension of the preliminary study found 14 beneficiaries rather than the original 12. Furthermore, the number of benefits accruing to the set of 14 beneficiaries increased from 149 to 201 with 14 of the 52 newly identified benefits accruing to the two newly identified beneficiaries – Native American Indian tribes and communications companies. Thus an additional 38 benefits for the original 12 beneficiaries were delineated.