The future of betting around MLB, PGA Tour

Tonight in Unpacks: The pitch clock is coming to MLB next season, and with it a number of byproducts. SBJ’s Erik Bacharach notes among the areas of the league’s business strategy that will be affected by this is betting.

Other headlines:

  • PGA Tour continues to educate betting operators on golf’s potential
  • Ticket prices surge as Aaron Judge approaches history
  • Apple Music replaces Pepsi as Super Bowl Halftime sponsor
  • Breaking down Amazon’s NFL numbers for ‘TNF’ debut
  • Red Sox-Yanks draws MLB’s best audience for regular season
  • USAA ready to roll out new Gronk ads on ‘MNF’
  • Is Dale Jr. Ready to start a NASCAR Cup Series team?

In today’s Morning Buzzcast, SBJ’s Abe Madkour chimes in on Apple making a rare sponsorship move with the NFL’s Super Bowl Halftime Show. He also looks at Amazon’s NFL debut seeing surprisingly strong numbers and big changes coming to the Univ. of Nebraska.

The pitch clock is coming MLB next season, and with it a number of byproducts. Game time will decrease. Action on the field will increase. And the sport — so hope the powers that be who announced the move earlier this month, including the Commissioner Rob Manfred — will be much healthier.

Testing new rules in what Manfred said were approximately 8,000 minor league games had a significant impact on MLB’s decision. Most notably was that the average game time dropped by 26 minutes. A limit on pickoff attempts helped boost stolen base attempts by 0.6 per game in 2022 compared to 2019. And a ban on defensive shifts should boost offense.

Among the areas of the league’s business strategy that will be affected by this is betting, and more specifically micro-betting. With its traditionally slower pace and frequent breaks in the action, baseball has long been naturally conducive to in-game and even in-at-bat gambling opportunities.

In fact, MLB’s in-game betting handle now represents approximately one-third of the market, according to league research. In addition, according to Johnny Avellothe director of sportsbook operations at DraftKingsin-game prop bets are increasing at a faster rate than any other baseball-related betting category.

SBJ’s Erik Bacharach in next week’s SBJ looks at the potential for betting growth around baseball with these new rules. Get an early access look here.

There is relatively little golf betting in the USperhaps because there was little to bet on until the recent emergence of live in-play wagering, which allows for betting at adjusted odds as the day progresses, and on any player — including on the outcome of a single hole or shot.

The PGA Tour envisions a day when all the operators who use its data will offer a wide and deep pool of wagers — or “markets” as the sportsbooks call them — believing that so fundamental a shift will drive handle up dramatically, and also get fans and bettors to watch more minutes of more events.

But that day is not today.

Bet365the first operator to roll out the product in the UK, has had it for about a year and still doesn’t use all its horsepower. The US operators are well behind that. While many say they’re bullish on the upside of golf as an in-play product, integrating it into their platforms isn’t as high a priority as launching in newly opened states and improving their product in more heavily bet sports.

“We’re not only on the front nine — we’re on the first three holes,” PGA Tour VP/Gaming Scott Warfield said. “Is anyone taking it in its full glory? No … But it’s not a light switch to go from outright winner to every player, every hole, every shot. What I think you’re seeing is that this is moving on a spectrum. These three holes. This player vs. that player. A guy coming to a tee, what’s the outcome of that tee shot? So it is getting there. And as the larger domestic partners begin to roll this out, we believe we’ll see an uplift and a snowball effect.”

And so while breaking bread and sharing stories may have eaten up the bulk of time that Warfield and others from the Tour and IMG Arena and NBC spent with operators this weekend, the hope was that they returned home with a greater appreciation for golf’s potential as a betting product — and a willingness to invest to help develop it.

Read more from Bill King on the future of wagering around golf in today’s SBJ Betting newsletter.

As Aaron Judge vies for his record-tying 61st home run, fans are clamoring to witness history. Chris Leydendirector of consumer strategy at SeatGeeksaid the ticketing platform has seen incredible demand for Yankees tickets since Judge hit his 60th home run on Tuesday, which put him just one shy of tying Roger Maris for the Yankees’ and American League‘s single-season record.

The Yankees have increased their security staffing for their current series against the Red Sox at Yankee Stadiumaccording to a club spokesperson.

The average ticket price sold on SeatGeek for an outfield seat at Yankee Stadium for games through last Tuesday was $72. Since then, the average sale price for outfield tickets to the Sox series is $197. Fans are anticipating Judge, a right-handed batter, to pull his next home run to left field, where tickets are consistently fetching higher prices. Ken Goldin of Goldin Auctions told Action Network He believes Judge’s 61st home run ball will be worth $250,000 and his 62nd will be worth $500,000. Jeff Woolf of Iconic Auctions told Action Network the record-breaking 62nd home run could fetch seven figures.

Meanwhile, on StubHub, overall sales for tonight’s game have doubled since Judge hit his 60th on Tuesday. Bleacher seat sales for tonight’s game are up 65% and the average price of tickets sold for bleacher seats has increased 25%. Overall sales for the Yankees’ remaining home games — of which they are six, including tonight’s game — have increased 63%.

Apple Music has struck a deal to become the next title sponsor of the Super Bowl Halftime Shownotes SBJ’s Ben Fischer.

Apple replaces Pepsi, which did not renew its rights after a 10-year run. The deal runs for five years and will cost Apple about $50 million annually, a source said — on the high end of what the NFL had been seeking when Pepsi left. The halftime show is typically the peak viewership time for the largest annual TV audience. The halftime show drew 120 million viewers in February for the lineup of Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar.

Apple remains in talks with the NFL on a possible deal to carry the Sunday Ticket out-of-market package and buy part of NFL Media properties. But other streaming companies have also bid, and a mega-deal is not imminent, sources have said. “Music and sports hold a special place in our hearts, so we’re very excited Apple Music will be part of music and football’s biggest stage,” said Apple VP/Apple Music and Beats. Oliver Schusser.

The PGA Tour‘s augmented reality app is offering fans at the Presidents Cup a unique view of the action on the course this week, reports SportTechie’s David Rumsey.

Using the iOS app, fans can point and shoot to view shot-tracing graphics and metrics from shots on holes 1, 4 and 14 at Quail Hollow Club.

This is the last of 10 events this year at which the app was available. Under an expanded partnership with Quintar, the PGA Tour AR app next year will be in use on nine holes across 20 events, and every hole at every tournament by 2024.

As the tech continues to improve, new integrations could emerge with sports betting, NFTs and more.

When the numbers for the Week 2 ChargersChiefs game are parsed out, they remain mostly good for Amazon. But they do raise some questions and show some soft areas that traditional linear television could exploit. It’s only one game’s worth of viewership numbers. But this is the first time a streamer has allowed Nielsenan independent third party, to so publicly crunch the data.

Here are the viewership notes that several sources told SBJ’s John Ourand were the most interesting.

  • The number of linear TV viewers fell in line with previous games.
  • Amazon’s average age is younger.
  • Amazon’s reach is not as good as TV.
  • Amazon’s audience did not grow.

Ourand digs deeper into the numbers in Monday’s SBJ. Get an Early Access look at the data here.

In this week’s SBJ Football newsletter, Ben Fischer looks at:

  • Art Rooney II feels NFL was slow to react to a decline in Black head coaches, but is catching up
  • Takeaways from Amazon‘s first regular-season “TNF“numbers
  • Payment processor outage hammers NFL venues
  • Falcons looking everywhere to add more value to season tickets

In this week’s SBJ Esports newsletter, Jason Wilson, Kevin Hitt and Hunter Cooke look at:

  • How FaZe Clan‘s deal with DoorDash led to integrated content around subs (yes, sandwiches)
  • Riot Games‘ unveiling of Valorant Champions Tour teams was not without controversy
  • Leagues, teams will be unaffected by Twitch subscription revenue change

  • Fox drew 3.23 million viewers on Thursday night for regionalized MLB action, which featured the Red SoxYankees extra-inning game (and Aaron Judge‘s home run chase) in 84% of US markets, notes SBJ’s Austin Karp. That’s the best MLB regular season audience this season, topping the 3.1 million viewers for the Field of Dreams Game in August.
  • NFL league sponsor USAA will debut the second year of its campaign with Rob Gronkowski next week onMonday Night Football,” reports SBJ’s Terry Lefton.
  • JR Motorsports is spending a considerable amount of time exploring whether to start a NASCAR Cup Series team, but the ultimate move from Dale Earnhardt Jr.’s team appears far from being decided, reports SBJ’s Adam Stern.
  • The Pelicans and Ibotta renewed their jersey patch deal for another three seasons.
  • VerifiedInk has created NFTs for three top college basketball players as it continues to pursue NIL deals with NCAA and high school athletes, reports SportTechie’s Tom Friend. Kansas center Ernest Udeh, Creighton guard Baylor Scheierman and Tennessee forward Julian Phillips each released their respective digital tokens from Sept. 20-22, with Phillips’ selling out overnight.
  • NWSL club Angel City FC has brought on Chevrolet as a founding partner and exclusive sponsor in the mass market auto manufacturer category.
  • Companies that set a goal of building a more diverse workforce have to first figure out where they stand, he said TurnkeyZRG VP Kelly Lewis. “We all know that it’s necessary,” she said. “We know about the business impact.” Check out Lewis’ full interview on the latest episode of SBJ Spotlight.

Leave a Reply

Your email address will not be published.

Back to top button