AGA survey suggests NHL set for $216m revenue boost from legal betting

AGA survey suggests NHL set for $216m revenue boost from legal betting

Wednesday, October 3, 2018 Posted by News Team
Previous survey suggested NFL was set for $2.3bn revenue boost

The American Gaming Association’s (AGA) latest Nielsen Sports survey has concluded that the National Hockey League (NHL) could see annual revenue increase by $216m due to widely-available, regulated sports betting in the US.

The survey said that greater fan engagement and viewership resulting from sports betting could increase revenue from media rights, sponsorship, merchandise and ticket sales by 3.5%, or $151m. 

This, it said, would be complemented by an additional $65m from spending by betting operators and data providers. This total comprised $24m from advertising spend by operators, with a further $35m raised from sponsorship revenue, alongside $6m in data fees. 

It is the second AGA-commissioned survey into potential benefits for sports leagues from the regulation of betting in the US. The first, published early in September, estimated that the National Football League (NFL) could see revenue rise by as much as $2.3bn. 

"Today's announcement reaffirms that legal, regulated sports betting will create significant new revenue opportunities for sports leagues," AGA senior vice president of public affairs Sara Slane said. 

"Much like the NHL's recent successful expansion into Las Vegas, legal sports betting will continue to expand across the country, bringing with it a $216 million opportunity for the league.”

The survey is based on polling of 1,032 US adult sports fans, including self-identified sports bettors, to model how legal wagering would affect sports consumption habits for non-bettors, casual bettors and avid bettors.

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