Texas Tech associate professor Jimmy Sanderson says the industry knows exactly what it's doing. "They have a captive audience," Sanderson said. Sports is one of the few things people still watch live, and fans want to be captivated while they do.
The push goes well beyond commercials. Major League Baseball partnered with prediction market company Polymarket to show live odds on games and outcomes, and other companies are taking notice. Sanderson calls betting "a revenue driver for the sports organizations," which leaves them doing a "delicate dance." They warn athletes off one thing while promoting DraftKings. Some have staff whose job is to advise people on which prop bets and parlays to play that day.
Athletes add another layer. Sanderson says a high-profile name can be the deciding factor for someone on the fence about placing a bet. Of Derek Jeter, he said, "very clean, very personable and he's seen as a role model, so if he says it's okay, it must be okay for me."
You don't have to bet to be part of the audience. Anyone who watches a game or scrolls social media gets the pitch, and the people closest to the edge may get the hardest nudge.