Sports and Casinos: A Winning Combination for U.S. Cities

Across the United States, a growing trend is reshaping how fans experience sports. The integration of casinos and sports venues is becoming a more common sight, with cities like Washington, D.C., and Phoenix leading the way. Now, Dallas is on track to join this innovative model, with figures like Miriam Adelson and Mark Cuban advocating for a convergence of entertainment, gaming, and sports. A recent panel at the ICE conference explored this growing trend, featuring insights from industry experts on the mutual benefits of connecting these two sectors.

The Synergy Between Sports and Gambling

At the ICE panel on January 20, Adam Sachs, counsel and senior policy advisor for Dentons, and Brendan Bussmann from B Global Advisors discussed the expanding ecosystem that links sports teams with gambling operations. Sachs, whose firm works with both professional sports teams and casinos, underscored the importance of fan engagement. He argued that these partnerships offer more than just financial benefits—they create destinations that attract crowds year-round, not just during game days. He emphasized that the experience of being physically present in a sports venue and casino, rather than engaging through digital platforms, enhances the overall experience for consumers.

“Experiences matter, concerts matter, professional baseball games matter,” Sachs said. “Being at a casino and experiencing that rather than doing it on your phone, that matters.” His point was clear: combining sports and casinos can create an immersive environment that enhances the fan experience and boosts local economies. This synergy creates a bustling, vibrant community centered around sports venues that operates every day of the year, not just on game days.

An Evolving Regulatory Landscape

The surge in sports betting across the country since the Professional and Amateur Sports Protection Act (PASPA) was overturned in 2018 has led to new opportunities and challenges. In several states, lawmakers have mandated that sports betting platforms must be connected to professional sports venues. This regulatory framework ensures that casinos and sportsbooks complement, rather than compete with, the fan experience. At least seven states have passed laws allowing sportsbooks at or adjacent to sports venues, and Missouri recently joined this trend. However, each state has its own unique approach to how these partnerships are structured.

Sachs highlighted the importance of these partnerships in places like Kansas City, where multiple land-based casinos not tied to stadiums had made attendance at professional games less appealing. By concentrating entertainment options in a designated area, sports teams and casinos can not only increase revenue but also contribute to public safety. “The more people around, too, the safer a community is,” Sachs noted, adding that this synergy creates a sense of energy and vibrancy in the area.

Several cities have already successfully integrated casinos with sports venues, setting a blueprint for others to follow. Washington, D.C., became the first to launch a sportsbook within a professional sports venue when the William Hill Sportsbook opened at Capital One Arena in 2020. Since then, major companies like Caesars Sportsbook and FanDuel have expanded into other sports venues, including Chase Field in Phoenix and the United Center in Chicago.

Las Vegas, long known for its entertainment and gaming industry, is also witnessing a shift. The T-Mobile Arena, home to the NHL Golden Knights, opened in 2016, and Allegiant Stadium, which houses the NFL Raiders, followed in 2020. These venues are strategically located near casinos, allowing fans to seamlessly transition from a game to a casino or sportsbook. Bussmann pointed out that the T-Mobile Arena was instrumental in bringing locals back to the Strip, while Allegiant Stadium helped energize the tourist experience. The upcoming Oakland Athletics' $1.75 billion ballpark in Las Vegas, set to open in 2028, will be another example of a sports venue integrated with a casino resort, further solidifying Las Vegas as the epicenter of this trend.

Sachs believes that the combination of sports and gambling operations offers a more significant opportunity for success when both sectors collaborate effectively. He pointed out that sports franchises enjoy considerable public goodwill due to their contributions to local economies and communities, while gambling companies often face more scrutiny. By aligning public relations strategies and working together, Sachs argued, these industries can create a synergistic effect that benefits both parties and the communities they serve.

The evolving landscape of sports venues and casinos represents a larger trend in the entertainment industry, where creating immersive, multi-faceted experiences is key to attracting and retaining consumers. Sachs summed it up succinctly:

“If you get those two together on the same page and get the public relations strategy together synergistically, the chances of success are much greater.”

Conclusion

The combination of sports and casinos is reshaping how Americans engage with both industries, creating vibrant entertainment hubs that draw crowds year-round. As more states embrace this model, the partnership between casinos and professional sports teams is proving to be a win-win. For cities like Dallas, which are still in the early stages of developing this ecosystem, the successful examples from Washington, D.C., Las Vegas, and Phoenix provide a roadmap for future growth. By fostering collaboration and innovation, this trend promises to continue reshaping the landscape of sports, gambling, and entertainment in the United States.