Is Betting is Running the Game?
Not long ago, sports betting was a whispered conversation, an underground transaction, an activity reserved for Las Vegas sportsbooks or office pools that danced along the lines of legality. Today, it is a billion-dollar industry woven seamlessly into the fabric of professional sports. And in Cincinnati, the shift has been swift and significant.
Since the legalization of sports betting in Ohio on January 1, 2023, Cincinnati’s professional sports teams have found themselves navigating an entirely new playing field—one where fan engagement, corporate sponsorships, and ethical dilemmas intersect in ways that were once unimaginable. The Bengals, FC Cincinnati, and the Reds eagerly embraced partnerships with major sportsbooks, but as the dust settles, questions linger: Are these partnerships a boon or a burden? And what happens when the culture of gambling seeps into the very foundation of the game—its youngest players?
The Early Jackpot: Betting on Partnerships
When Ohio flipped the switch on legalized sports betting, Cincinnati’s biggest franchises wasted no time in capitalizing on the moment. The partnerships came fast and heavy:
The Bengals and Betfred announced a multi-year partnership in July 2022, establishing Betfred as the team’s official sportsbook.
FC Cincinnati and SuperBook Sports launched a deal promising interactive, real-time betting experiences for soccer fans.
The Reds and BetMGM went even further, introducing an on-site sportsbook at Great American Ball Park.
At first, these deals seemed like a win-win. The financial benefits were undeniable—major leagues across the country have reaped the rewards of lucrative sportsbook deals. The NFL, for instance, inked multimillion-dollar agreements with FanDuel, DraftKings, and Caesars Sportsbook, while the NBA secured a $25 million partnership with MGM. In Cincinnati, the infusion of betting revenue bolstered marketing budgets, improved fan engagement, and promised a new level of in-game excitement.
Market Realities: Not All Bets Pay Off
However, the early rush of enthusiasm has since collided with economic realities. By mid-2024, both Betfred and SuperBook Sports exited the Ohio market, citing underperformance. The Bengals and FC Cincinnati suddenly found themselves without betting partners, and the sustainability of these collaborations came under scrutiny. While major players like FanDuel and DraftKings continued to dominate, smaller sportsbooks struggled to carve out a viable market share. In May 2024, Betfred’s reported handle was just 0.08% of Ohio’s total, signaling that not all bets in the industry lead to jackpot payouts.
Beyond financial instability, fan reception has been mixed. For some, sports betting adds an extra thrill to the game-day experience. For others, it has raised concerns about the commercialization of sports, problem gambling, and the erosion of the purity of the game. The risk of match-fixing, point-shaving, and the harassment of athletes by disgruntled bettors are no longer hypothetical—they are already surfacing in leagues worldwide.
The Unseen Stakes: How Sports Betting Impacts Youth Sports
Perhaps the most profound and under-discussed consequence of the sports betting boom is its effect on youth sports. As betting becomes normalized, young athletes and fans are growing up in an environment where gambling is no longer on the fringes—it is part of the game itself.
The dangers are clear:
Increased Exposure and Normalization: Studies suggest that adolescents who are exposed to gambling at a young age are more likely to develop gambling addictions later in life. The widespread advertising and integration of sports betting into mainstream sports culture make it nearly impossible for young fans to avoid.
Pressure to Perform: When even minor leagues and college teams become subjects of betting markets, the pressure trickles down. Imagine a high school quarterback knowing that thousands of dollars hinge on his performance on a Friday night. This can lead to anxiety, stress, and even the temptation to manipulate outcomes.
Shifting Priorities: At its core, youth sports should be about development, teamwork, and passion. But as gambling infiltrates the culture, young athletes may start to view sports as a means to a financial end rather than an avenue for growth and self-improvement.
Striking a Balance: The Future of Sports Betting in Cincinnati
With the rapid expansion of sports betting, leagues and franchises must tread carefully. The financial upside is undeniable, but the risks—to integrity, to mental health, and to the next generation of athletes—are equally pressing.
Solutions exist, but they require commitment:
Education Programs: Teams and leagues should implement gambling awareness education for players, parents, and coaches to combat the dangers of problem gambling.
Regulatory Oversight: Stricter enforcement of advertising limits and responsible gaming policies can help mitigate gambling’s darker consequences.
Diversified Revenue Streams: Franchises must ensure they are not overly reliant on sports betting revenue, protecting themselves from the volatility of the industry.
The Bottom Line
Cincinnati, like many other cities across the U.S., has embraced the sports betting revolution. The money is real, the engagement is measurable, and the partnerships are here to stay. But with great financial gain comes responsibility. The impact of sports betting does not end with a final score or a betting line—it reaches into locker rooms, into communities, and into the very essence of what sports are meant to represent.
As Cincinnati’s teams reassess their partnerships and the industry continues to evolve, one question remains: Can the game be played for the love of sport, or will it always be played for the bet?