Abstract
The National Basketball Association (NBA) and National Hockey League (NHL) are studied to ascertain the determinants of betting volume on an individual game-to- game basis. Actual betting volume was obtained and aggregated across three on-line sportsbooks for the 2008-2009 season. Independent variables such as the quality of teams, television coverage by network, day of the week, time of day, month of the season, etc. are included in a regression model to determine the factors that influence betting volume. The results reveal betting behavior is much like fan behavior as key fan-attributes, such as the quality of teams and the availability of television coverage, are shown to have a positive and significant effect on betting volume. The results imply that consumption plays a major role in the decision to gamble on sports. Pure investment-based gambling appears to be the exception, rather than the norm. The implication of this result as it relates to models of sportsbook behavior is explored.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 128-140 |
| Number of pages | 13 |
| Journal | International Journal of Sport Finance |
| Volume | 5 |
| Issue number | 2 |
| State | Published - May 2010 |
| Externally published | Yes |
Keywords
- Consumption
- Efficient markets
- Sports betting
- Television
ASJC Scopus subject areas
- Business and International Management
- Finance
- Marketing