Does wagering in-stadia enhance fans engagement with the sport or does live sport enhance the betting experience? What is the relationship or the dynamic?

I would describe it as being the perfect symbiotic relationship. The experience of betting and that of absorbing the theatre and intensity that only live sport can deliver are hugely complementary. When you’ve got a vested interest in the outcome, in other words if it’s your team or your club, that engagement goes up a notch or two. Fans are knee-deep in wanting data and sports betting represents another avenue for us to build relationships with our fans. While the United States is at the early stages of sports betting we are really excited at the commercial opportunities as the industry continues to rise. I should underline that this is very much a mutual relationship: from a sports development perspective, the level of engagement, connectivity and profile generated by sports betting creates cost-effective opportunities for transition sports to progress on from the second tier. I’m thinking of Women’s sports such as the WNBA and of course e-sports which has an incredible opportunity.

In your opinion, is in-stadia betting as much about building customer relationships as it is generating betting income?

We are a live events business which has a number of revenue streams not least F&B [food and beverage] and merchandise, so while we can’t share in the sports betting operation it represents a big asset in the mix due to the opportunities it provides to engage with our customers on a much deeper level. I would describe it as an inclusive 360 relationship. If stadiums provide sports betting it undoubtedly helps the business to engage. Sports betting is another exciting factor in getting people engaged.