University of Southern California Dissertations and Theses

The impact of the growth of sports gambling

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The impact of the growth of sports gambling

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Content The Impact of the Growth of Sports Gambling
By
Charles Messman
A Thesis Presented to
FACULTY OF THE USC ANNENBERG SCHOOL FOR COMMUNICATION AND
JOURNALISM
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
SPECIALIZED JOURNALISM (THE ARTS)
AUGUST 2023
Copyright 2023 Charles Messman
ii
TABLE OF CONTENTS

Abstract.............................................................................................................................iii

Chapter 1: Summary………………………………………………………………..……1

Chapter 2: Link to Broadcast Package……………………..…………………………… 3

Chapter 3: Package Script………………………………………………………………..4

Bibliography……………………………………………………………………………..10

iii
Abstract

This thesis explores the impact that the growth of sports gambling has had on the sports
world. In 2018 the Supreme Court struck down a federal ban on sports betting. This gave states
the ability to legalize sports betting on their own. Now there are 33 states plus Washington D.C.
where sports gambling is legal. This movement has completely rocked the sports world. It has
had a profound impact on the way sports are consumed, how they are covered by the media, and
even the way teams and leagues operate.
The changes to the sports landscape have been both positive and negative. Gambling has
the ability to make watching sports more enjoyable, but it can also harm the fan experience. It
has provided an influx in revenue for the sports industry, however, there have been multiple
controversies related to gambling.

1
Chapter 1: Summary
My thesis is a broadcast package on how the growth of sports gambling has affected the
sports world and sports fans. I came upon this idea when Prop 26 and Prop 27 were rejected in
California this past fall. Those propositions in essence, would legalize sports betting in the state
in some shape or form. I was shocked and it gave me the idea to do my thesis on the growth of
gambling. Sports has always been my biggest passion and I have become more and more
interested in the gambling side over the last few years. Gambling has always seemed to have a
negative connotation, but I had seen so many people enjoy watching games more once they
started betting.
I started by researching which states had legal betting and in what form that it was. Some
states allow online betting, while others only allow sports betting inside of a sportsbook.
I also started emailing almost every relevant guest speaker that came and spoke to classes
of mine over the past few years for interviews. My first target was members of the media. The
presence of sports betting in the media has increased exponentially in the past few years. Almost
every network mentions game lines or has some kind of graphic showing them. Many sports
shows have entire segments talking about gambling on games. I wanted to get the perspective of
both “old-school and new school” members of the media. I interviewed long-time sportscaster
Dick Stockton, who started covering sports in 1965. Stockton spoke on how gambling has
changed over the years, going from the “biggest taboo to the biggest rush.” Stockton is
profoundly against sports betting and believes it has had major negative effects.
I also interviewed Rob Parker, who currently hosts a radio show on Fox Sports Radio.
Parker, on the other hand, has embraced sports betting and has a segment on his radio show
dedicated to the best bets of the night.
2
I knew I needed a gambling expert, so Professor Fellenzer connected me with Amal
Shah. Shah, the perfect source for this project, is a professional sports bettor and sports
broadcaster, who covered the NFL and the NBA for over 10 years.
The growth of gambling has had profound effects on sports fans, so I spoke with Paul
Kalil. Kalil, the CEO of Van Wagner Productions, is an expert in fan engagement and stadium
entertainment.
This project would not have been complete without the biggest elephant in the room,
illegal gambling. I spoke with USC students and California residents about off-the-record
sportsbooks and the dangers that come along with illegal gambling.
The filming of the package occurred over the course of the school year. The journey
included multiple trips to Las Vegas and a trip to Phoenix. I matched footage of gambling with
footage of sporting events and fans. The filming was done on my phone and a video camera
provided by the school.
This thesis reveals the dual nature of gambling, with its potential to enhance excitement
and fan-game connections, while also presenting risks of controversies and strained
relationships. It is evident that sports gambling is not going anywhere, and this relationship will
continue to evolve.

3
Chapter 2; Link to Broadcast Package
https://www.youtube.com/watch?v=zVq8eNLP54I

4
Chapter 3: Broadcast Package Script
Open Stand Up: FOR DECADES YOU HAD TO COME HERE TO LAS VEGAS TO
GAMBLE ON SPORTS, NOW IN MORE AND MORE STATES ACROSS THE COUNTRY
YOU CAN PLACE A BET ANYTIME, ANYWHERE RIGHT FROM YOUR OWN PHONE.

VO: IN 2018, THE SUPREME COURT STRUCK DOWN A FEDERAL LAW BANNING
SPORTS BETTING. THIS ALLOWED STATES TO LEGALIZE IT ON THEIR OWN.

VO: TODAY THERE ARE 33 STATES, AS WELL AS WASHINGTON DC, WHERE
SPORTS BETTING IS LEGALIZED. IN 4 STATES IT IS LEGAL, BUT NOT YET
OPERATIONAL.
THERE ARE 24 STATES + DC WHERE ONLINE GAMING IS LIVE, WITH 3 ON THE
WAY.

VO: THIS MOVEMENT HAS COMPLETELY ROCKED THE SPORTS WORLD. IT HAS
IMPACTED EVERYTHING FROM THE WAY SPORTS ARE CONSUMED, HOW THEY
ARE COVERED BY THE MEDIA, AND EVEN THE WAY LEAGUES AND TEAMS
OPERATE.

VO: HOWEVER, THIS HASN’T ALWAYS BEEN THE CASE. WHEN LEGENDARY
SPORTSCASTER DICK STOCKTON STARTED HIS CAREER THE LANDSCAPE
AROUND GAMLBING WAS VERY DIFFERENT.

SOT (DICK STOCKTON): “It was the biggest taboo in all of sports. If you gambled that was
going open the doors to possibly point shaving, as we have seen in college basketball in the past,
and fixing of games things like this. I remember Yankee Stadium back in the 50s and 60s had a
big sign on their scoreboard, ‘no betting permitted.’ In my view it has gone from the biggest
taboo to come on in, it’s the biggest rush in sports today.”

VO: OVER THE YEARS, DIFFERENT FORMS OF GAMBLING HAVE WORKED THERE
WAY INTO THE SPORTS WORLD

SOT (Paul Kalil): “Years ago we had a program where we wanted fans to do a certain thing and
if that certain thing happened, all fans could take their ticket to a Carl’s Jr and get a free Carl’s Jr
Burger. Basically it was gambling. It is a major thing that has been going along whether it simple
fantasy type gambling or whether it’s tit for tat kind of gambling.”

VO: SMALL SCALE GAMBLING HAS ALSO ALWAYS BEEN INTERTWINNED WITH
GOING TO A SPORTS GAME

SOT (Paul): “I did it when I was a kid back in the dark ages when there weren’t video screens.
You’d sit with your friends and just debate. Who’s this, who’s that? Oh yea you want to bet on
it? Basically as a kid we were gambling for drinks and hot dogs.”

5
VO: THE MONEY GENERATED FROM THE POPULARITY OF FANTASY SPORTS HAS
LED TO THE SUPPORT OF GAMBLING FROM SPORTS LEAGUES

SOT (Paul): “When they got into the fantasy world, they were making money off of fantasy
leagues. I don’t think it’s just a people are doing it lets allow them the accommodation. That’s
not where the mind of owners are.”

VO: THE PUSH FOR LEGALIZED SPORTS BETTING MIRRORS SOCIAL TRENDS HERE
IN THE UNITED STATES

SOT (Rob Parker): “The attitudes of the people of the United States who don’t look at it as
negatively as it once was. But things have changed. The lifestyles that people have accepted,
everything. People are more laxed on a lot of issues that used to be hot button issues.”

VO: NOW THAT GAMBLING IS LEGAL IN MOST STATES, IT HAS EXPLODED IN
POPULARITY. AND THERE ARE MANY WHO BELIEVE IT CAN MAKE WATCHING
SPORTS BETTER.

SOT (Rob): “It’s just having some skin in the game. You know you love sports, and you are
watching it. Even if you put down a couple of dollars and you could parlay that into 50 bucks for
some beer money or some wings money. You’re not trying to get rich off of it. But every once in
a while, you feel good, I picked that game and you win fifty bucks and you go out grab some
beers and wings and you feel good. It’s a good night.

Sot (Amal Shah): “Once you get to a certain age you might follow your favorite NFL or college
football team, but after awhile they become I don’t want to say necessarily jaded, but just kind of
warn out on sports. So, if you are betting on it, it keeps you engaged on a daily level because you
have to pay really close attention on a variety of different things involved in it.”

VO: NOWADAYS YOU CAN’T TURN ON A SPORTS SHOW OR GAME WITHOUT
SOMESORT OF GAMBLING SEGMENT, OR GRAPHIC SHOWING LINES. IT IS THE
NORM IN THE MEDIA NOW AND THERE IS AN OBVIOUS FACTOR OF WHY.

SOT (Dick): “Absolutely, it is the same subject money. Gambling websites and gambling
companies sponsor games and sponsor pregame shows.”

VO: ROB PARKER HOSTS THE ODD COUPLE ON FOX SPORTS RADIO. SIMILAR TO
MANY OTHER SPORTS SHOWS, THEY HAVE A POPULAR SEGMENT CALLED
SHEKEL CITY WHERE ROB GIVES HIS BEST BETS FOR THE NIGHT.

SOT (Rob): “It is popular, not the most popular, but it is popular for sure I just think its fun. You
aren’t going to make a gazillion dollars. I’m not trying to tell people I know everything about
sports. I used to get so much feedback and emails and stuff on social media saying do more
picks.”

6
VO: THE MEDIA NEEDS TO MAKE SURE THAT THEY DON’T GO TOO FAR AND
ALLOW THE GAMLBING TO OVERSHADOW THE GAME AND DECREASE THE
QUALITY OF THEIR CONTENT.

SOT (Dick): “There are aspects of it that really hurt sports and sports fans. That’s all they talk
about. You can only go so far when you talk about who has the better defense or how will Aaron
Rodgers lead the Packers to a division win and all that stuff. They have no idea. I’m not saying I
have the right idea, I’m just saying no one has an idea. Now they go on top of that and talk about
why a team will cover or why a team won’t cover. So, what happens is they have all the wrong
reasons why.”

VO: THE WAY WE SEE ADS HAS ALSO CHANGED, BUT THIS ISN’T SOMETHING
COMPLETELY NEW

SOT (Dick): “It’s not growing the game. It is growing the business. When I was a New York
Baseball Giant fan growing up, there would be packs of cigarettes on the scoreboard. Every team
had beer sponsorships. Mel Allen, who was the great Yankees broadcaster in the 50s, after a
game was over he would recap the game and he would open up a bottle of Ballentine Ale. And
he would take sips while he was recounting the game. So, you could say ‘well look you are
encouraging people to drink.’”

VO: THE GROWTH OF GAMBLING HAS THE POTENTIAL TO IMPROVE THE IN-
STADIUM EXPERIENCE FOR FANS. THERE ARE NUMEROUS STADIUMS ACROSS
THE COUNTRY THAT HAVE A SPORTSBOOK INSIDE OR JUST OUTSIDE, BUT NOW
TEAMS ARE LOOKING TO GO BEYOND.

SOT (Paul): “Whether it is fan vs fan opportunities. You go on an airplane, and you can pay
games against people in the back of the plane. And we do some of that with the stadium
entertainment today. It just is not a formal gamble or payout. It is also doing it against the house.
It is creating games where you can rack up all these points, you get to get whatever at the
concession stand. It’s opportunities that previously didn’t exist to not only infuse a little more
fun, involvement and connection to the game, but it also provides you with incremental revenue
opportunities.”

VO: BACK IN 2014 NBA COMMISSIONER ADAM SILVER PUBLISHED AN OP ED ON
THE INEVITABLE LEGALIZATION OF GAMBLING AND HOW IT NEEDS TO BE
EMBRACED.

VO: SPORTS LEAGUES AND FRANCHISES AROUND THE COUNTRY ARE NOW
BENEFITTING FROM THE FINANCIAL REWARD OF PARTNERSHIPS WITH SPORTS
BOOKS. FOR EXAMPLE ACCORDING TO A STUDY BY SPONSOR UNITED SPORTS
BETTING REVENUE FOR THE NFL INCREASED BY 40% LAST YEAR. BEYOND THE
PARTNERSHIP DOLLARS, GAMBLING ALSO PRESENTS AN OPPORTUNITY FOR
LEAGUES AND TEAMS TO ATTRACT NEW VIEWERS AND FANS

7
SOT (Paul): “I think these teams need to own it and use it as an enhancement to their
entertainment dollar because I can sit at home and watch 15 games at a time just flipping the
channels. For the environment of sport and actually going there, what can I do to make it more
fun for them to go.”

SOT (Amal): “It’s changed the dynamic. To me if I’m lacrosse or I am one of these smaller
outlier sports, I would be going all in. I would immerse myself in it. This is going to be
paramount to the success of our league going forward and how we perform because it is going to
draw people in. If you bet on a lacrosse match or you bet on a football game, you have the same
interest. Now as a casual fan you would probably watch football over lacrosse, unless you are a
diehard lacrosse person. But from a betting standpoint it is the same at the end of the day.”

VO: GAMBLING PRESENSTS AN OPPORTUNITY FOR BASEBALL SPECIFICALLY TO
IMPROVE THEIR PRODUCT.

SOT (Rob): “Baseball. You have 162 games and with baseball the pace of the game allows you
to be able to bet on, is the next pitch a strike? It is all these things as you are watching the game
that you could partake in and gamble on. So, I think there is going to be a big market for that.”

VO: BUT THERE IS ALSO A POTENTIAL FOR GAMBLING TO HURT THE FAN
EXPERIENCE.

SOT (Dick): “It takes away from rooting of a team. When I was growing up a million years ago
and if they were 3-7, I wanted them to become 4-7 on a given sunday. I didn’t know what the
point spread was and I didn’t care. What happens is you root for a team covering more than you
root for your team winning. In other words, you take away the exhilaration of my team in my
town winning a game.”

VO: In order to not lose that, it is best to avoid betting with your heart.

SOT (Rob): “They’ll be mad if they don’t cover. I think that it is more of the reaction afterwards.
Most people, fans, you never bet with your heart. If that is your team, you probably stay away
from betting.”

VO: TEAMS HAVE TO WALK A TIGHT ROPE IN THEIR RELATIONSHIP WITH
GAMBLING, SO FANS DON’T TURN AGAINST THE PLAYERS.

SOT (Paul): “There are negative stats out there that fans are betting on. You just have to be sure
that’s not what is happening, like screw that Freddie Freeman. He can’t make me any money. At
some point you have to look at it and are creating a world where Freddie Freeman is a
commodity and people are going to get angry with him if they aren’t hitting their number. Versus
becoming a fan of my team and rallying so that we win a championship.

VO: REGRADLESS IF IT CHANGES WHERE A FAN’S HEART LIES OR NOT, SPORTS
BETTING DOES AFFECT THE WAY A FAN CONSUMES SPORTS.

8
SOT (Amal): “It changes how you view things, right. If you have a financial interest in a
business, you take it so much more serious than if you were just working as an employee and I
think it is the same thing from sports betting. People are going to view it differently. They are
going to approach it differently. They are going to see sports differently. You are going to have
an interest in a game if it’s a 20-point blowout, but you have an over/under on a total.”

VO: WITH THE WIDESPREAD GROWTH OF GAMBLING THERE COMES A GREATER
DIFFICULTY IN MAINTAINING THE INTEGRITY OF THE GAME.

SOT (Dick): I think athletes betting on games is the worst thing of all. When an athlete bets on a
game, if you’re betting on your team to win you may bet that your team loses. You know betting
and gambling is an addiction. So, to say I’m not going to bet because my team won’t win, well I
am going to bet that we don’t win. The integrity of the game is the biggest thing we have going
for it and it’s under fire from so many different areas. The gambling thing in general engenders
distrust. Nobody could tell me where it’s a good thing.”

VO: LEAGUES AND TEAMS NEED TO DO A BETTER JOB IN REGULATION AND
EDUCATION OF THE RULES SURROUNDING GAMBING. THERE HAVE ALREADY
BEEN SUSPENSIONS IN THE NFL REGARDING BREAKING OF GAMLBING RULES.
HOWEVER, WITH THE AMOUNT OF MONEY IN SPORTS TODAY, THE CONCERN IT
WILL TRULY BECOME A WIDESPREAD PROBLEM IS LESS THAN EVER BEFORE

SOT (Amal): “The Calvin Ridley situation for people that are unfamiliar. He made a parlay bet
when he was on injured reserve. Honestly, I think he was bored at home and he made a mistake.
That’s honestly what it is. That bet cost him $11 million. That is arguably the biggest bet ever
made because he was suspended for a season and that was his salary it cost him. If you are
betting from the team standpoint, the money and the income levels are too great in sports for
people to risk it. They understand what is at stake and they aren’t going to jeopardize themselves
in that situation. And the leagues do a great job of monitoring it. It is hard to wager a lot of
money without drawing some red flags. In Las Vegas and other states, these people have been
doing it long enough to know what to look for in discrepancies and other things along the way.

VO: THERE IS A MUCH GREATER CONCERN FOR LOWER REVENUE COLLEGE
SPORTS. THERE HAVE BEEN NUMEROUS INVESTIGATIONS IN RECENT WEEKS
REGARDING GAMBLING FROM PLAYERS AND COACHES.

VO: ANOTHER ISSUE COMES IN STATES WHERE GAMBLING IS ILLEGAL, BECAUSE
IT HASN’T STOPPED FANS FROM GAMBLING. A STUDY FROM THE AMERICAN
GAMING ASSOCIATION ESTIMATES THAT BETTORS PLACED AROUND 63.8
BILLION DOLLARS IN ILLEGAL SPORTS BETS IN 2022. AND THERE ARE SOME
VERY REAL DANGERS THAT COMES WITH GAMBLING ON OFF THE RECORD
SPORTS BOOKS.

SOT (Nico Zambuto): “I’ve heard of a bunch of books that friends of mine or acquaintances of
mine have that are bet on this thing and every week you’ll get a Venmo payment from your
bookie. But your bookie could just ghost you. It is sketchy there is not a ton of regulation. So I
9
think with legalization could come more safety harnesses. People that want to bet are always
gonna bet.”

VO: WHETHER YOU LIKE IT OR NOT, GAMBLING IS HERE TO STAY AND ONLY
GETTING MORE AND MORE POPULAR.

SOT: “It’s going to be engrained into the society. The same way we follow sports and read about
it. There are certain things I don’t think are going to be big like gambling radio. They have tried
it, gambling tv shows. I don’t think there is enough meat on those bones. But I think it will be a
part of, there will be sports gambling segments in other shows.

VO: THE EXPANSION OF SPORTS GAMBLING IS JUST ANOTHER BARRIER IN
SPORTS THAT HAS BEEN BROKEN. ITS RELATIONSHIP WITH SPORTS AND FANS
WILL CONTINUE TO EVOLVE. JUST AS ADS ON JERSEYS ARE THE NORM TODAY,
GAMBLING WILL BE THE NORM IN THE FUTURE AND NEW GENERATION OF
SPORTS FANS WILL GROW UP WITH GAMBLING BEING THAT NORM. THERE WILL
BE NEW OPPORTUNITIES TO IMPROVE THE SPORTS WORLD, BUT THERE WILL
INEVITABLEY BE MORE CONTROVERSY TO COME ALONG WITH IT.

10
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Asset Metadata

Creator Messman, Charles B., II (author)

Core Title The impact of the growth of sports gambling

School Annenberg School for Communication

Degree Master of Arts

Degree Program Specialized Journalism (The Arts)

Degree Conferral Date 2023-08

Publication Date 08/09/2023

Defense Date 08/09/2023

Publisher University of Southern California. Libraries (digital)

Tag addiction,baseball,Basketball,Casino,controversy,Football,Gambling,LaCrosse,Media,OAI-PMH Harvest,online,Soccer,social media,Sports,sportsbook,Stadiums,television

Language English

Contributor Electronically uploaded by the author (provenance)

Advisor Fellenzer, Jeffrey (committee chair), Dziawura, Cole (committee member), Turner, Myra (committee member)

Creator Email messchas@ymail.com,messman@usc.edu

Permanent Link (DOI) https://doi.org/10.25549/usctheses-oUC113297710

Unique identifier UC113297710

Identifier etd-MessmanCha-12232.pdf (filename)

Legacy Identifier etd-MessmanCha-12232

Document Type Thesis

Rights Messman, Charles B., II

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Type texts

Source 20230809-usctheses-batch-1082 (batch), University of Southern California (contributing entity), University of Southern California Dissertations and Theses (collection)

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