Max Willens | Digiday | December 26, 2019

With sports book operators hungering for new customers in a growing number of U.S. states, sports leagues looking for ways to bolster the value of their television broadcast rights and casinos looking for ways to build new relationships, sports publishers find themselves in position to significantly bolster their ad revenues over the next several years.

Today, sports betting is legal in just 11 states, with seven more preparing to follow. Research published recently by the consultancy Gambling Compliance projects that 40 U.S. states will have legalized sports betting by 2024. That rush of legalization, encompassing an estimated $150 billion industry, is expected to attract the attention of almost every kind of mainstream sports publisher.
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