What's happening:
March Madness is a high-stakes moment—not just for teams on the court, but for the growing number of fans placing bets on the tournament. With online sportsbooks making betting more accessible than ever, wagering has become a staple of the March Madness experience, driving strong participation and spending. Overall, sentiment around sports gambling remains largely positive, with many viewing it as a fun and engaging way to participate in the tournament. However, as betting becomes more embedded in the sports economy, it also raises questions about its broader financial impact and how consumer habits may be shifting.
What we found:
- 68% are planning on watching at least some games of March Madness, with 54% of those viewers intending to place bets this season.
- In past years, the average total amount wagered throughout the March Madness season is about $65. Going into the 2025 tournament, participants expect to bet the same (42%) or more (56%) than they have in the past.
- The most common sports gambling locations are online sportsbooks (76%), such as FanDuel and DraftKings.
- Overall sentiment around sports gambling leans positive, even for those not participating. 84% take a positive or neutral stance, among which 39% express full support as a fun form of entertainment and 21% are supportive while acknowledging concerns about the risks.
Why it matters:
With more money flowing into sports betting, businesses should take note of how discretionary spending patterns may be evolving. Whether consumers are shifting budgets toward gambling or simply adding it to their existing entertainment expenses, the financial impact of March Madness is expanding. Brands looking to engage during this time should consider how betting is shaping consumer behaviors and ensure they are positioned to meet shifting priorities in a way that aligns with both excitement and responsible engagement.
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