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Sports teams benefit greatly from sponsorships; these connections between sports franchises and sportsbooks help both parties. Smaller athletic teams can also benefit significantly from larger betting sites. These sites provide platforms for teams to use contract funds provided by betters. Sports teams and brands can profit from paid field ads during athletic events. This allows them to generate revenue through sponsorships, which is most teams¡¯ primary income source. These funds are then used to improve overall performance and pay for equipment and facilities. Many believe that sports teams would struggle if their sponsors ended their funding. Sports teams have more potential investors and advertising opportunities, which is believed to make them more stable. Supposedly, small businesses struggling with huge sponsorship contracts would be commonplace. Smaller companies occasionally look for athletes in lower athletic leagues. Doing this allows them to profit from lucrative endorsement deals in the long term. These deals are a great opportunity for great marketing for larger sports leagues¡ª such as football. Since billions of football fans are worldwide, these sponsorships are even more valuable.
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That can bring more problems when a bet goes awry. According to one study in the Addictive Behaviors journal, ¡°Sports betting, relative to non-sports betting, has been more strongly linked to gambling problems and cognitive distortions related to illusion of control, probability control and interpretive control.¡±

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It adds up to a sporting experience infused at every level with gambling. Just as fantasy sports spread from the province of hard-core fans to just about everybody who follows sports, sports betting will balloon, too. Young fans who watch sports now because of the ability to gamble will continue to embrace betting¡¯s holy trinity of technology, social media and camaraderie. Meanwhile, sports leagues will understand that to thrive, they must partner with companies that provide instant, easy and personalized betting experiences and attract young fans for the long term.