Sports gambling is becoming America’s new pastime. Don’t believe me? Look at the number of “partnerships” that would have been considered “conflicts” at one point or another with both professional teams and broadcast networks alike. Sports radio is no saint either. Sportsbook advertising spends, in some cases, make up one of the top client categories for many sports radio brands. Every pick, every prop, every segment of selections fuels the collective engine that is no longer seen as an addiction. It’s become common practice.
The NBA once again had a bad week. The findings of an FBI investigation involving a former NBA player, a current NBA player, and a current NBA head coach were not good. The plot to a motion picture writes itself when you read the findings of the investigation and the allegations with ties to the Mafia.
The singular issue that has risen from the investigation is the discussion of prop betting and the dangers that come with it. Where players are aware, could affect, and might cash in by purposely changing their own outcome. There have been calls to remove prop betting from legal sportsbooks, yet no action has been taken. For all the discussion about how sports radio can plant its flag and regain the audience’s attention. This is a moment where sports radio can shine. But will it meet the challenge?
Since the U.S. Supreme Court opened the door to legalized gambling in 2018, the new gold rush for sports radio officially began. There were already companies skirting the laws of the land by labeling themselves as fantasy but were truly something else. No matter—sports radio was among the first sports media outlets pocketing profits in the early days of what has become today’s landscape.
Prop bets date back to January 26, 1986 (yes, I remember that date specifically). Art Manteris, who ran Caesars Sportsbook at the time, was looking for a new way to attract more casual fans to bet on the Super Bowl. Manteris decided to put out a 20–1 wager that Chicago Bears defensive lineman William “The Refrigerator” Perry would score a touchdown in Super Bowl XX. Of course, “The Fridge” did—while Walter Payton did not—and prop betting took off.
A Building Problem
Last year, the American Gaming Association reported $13.71 billion in revenue for the American sports betting industry. Legal sportsbooks took in nearly $150 billion worth of bets, a 22.2% increase from 2023.
With the rise in revenue sportsbooks make, what would be their motivation to consider removing the prop bet? According to data compiled by the Center for Gambling Studies at Rutgers University. Bettors lose prop bets about 70 percent of the time, but they are twice as popular as traditional bets on the point spread.
Do you honestly believe any sportsbook would remove a source of revenue? Especially when their advertising dollars fund the professional teams and networks that need them?
This is where sports radio can plant its flag.
Taking A Stand
Far too often, if you tune into any market with sports radio stations that accept sportsbook advertising revenue. You’ll hear pick ’em segments, daily parlays, and over/under discussions—all providing suggestions on prop bets. Because it has become so ingrained, most sports radio talent may not even notice they’re doing it.
Pete Mundo wrote a great column entitled Radio Isn’t Dead — It’s Just Bad at Bragging About It. In the column, he referenced new data released by Nielsen and Edison Research showing that AM/FM radio still accounts for the vast majority of time spent listening, with 64% of all listening on ad-supported audio.
For those aged 25–54, podcast listening rises to 24%, while radio sits at 59%. Meanwhile, in the 18–34 demographic, both podcasts and streaming music see significant growth. In that group, 31% of daily audio time is spent listening to podcasts, while 24% is spent with ad-supported streaming music. AM/FM radio falls to 43% in that sector.
Podcasting clearly has a larger share among the younger demographic, but AM/FM radio still leads by a wide margin with 25–54-year-olds and remains tops even with 18–34-year-olds.
With this data at hand, sports radio fits the demographics where sports gambling is also rising the most.
Why not make it known publicly that your sports radio station will no longer promote prop betting?
Risk vs Reward
That may seem bold to many, but we live in an attention economy. What better way to garner attention, support a topical cause, and be a leader in America’s newest pastime instead of simply following the trend? If sports radio rid itself of publicly promoting prop betting in segments, on social media, and in podcasts, the positive effects could be long-lasting and lead to meaningful change.
Of course, the concern would be the potential loss of advertising revenue from sportsbooks by publicly proclaiming that prop bets will no longer be part of your content.
But sports radio has leverage here—just look at the data. Sportsbooks need the demographics that sports radio provides nationwide and across digital platforms. Plus, the messaging isn’t about the advertiser itself; it’s about the action it promotes.
What happened last week with the NBA is nothing new. MLB pitchers have been investigated for their in-game performance. The NFL and NHL have petitioned sportsbooks to limit the availability of prop bets. Thirteen states have enacted bans on prop bets, but only for college sports.
This is a moment for sports radio to take a stand and lead from the front.
Far too often, we talk about the importance of connection with the audience. Sports radio is entertainment—an escape. But sports radio is also a public service when times call for it, and what continues to happen year after year as sports gambling expands is damaging to the very games that provide the format’s content.
Will sports radio be a public servant and take a stand when leagues, networks, and Congress have plenty of words but no action? Time will tell—but it’s a bet worth taking.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
