How Sports Betting is Transforming the World of Eventing: A Deep Dive into Its Impacts

Jan 23, 2025

The Impact of Sports Betting on Eventing

The MARS Maryland 5 Star is breaking new ground by introducing sports betting to eventing in the United States in 2024. This move has stirred up mixed feelings among fans and participants. However, Jeff Newman, the event’s President and CEO, believes it could greatly benefit the sport.

During his talk at the USEA Annual Meeting in Seattle, Newman pointed out how sports betting is now a staple in sports culture. He remarked, “Every sporting event features ads for betting platforms like DraftKings and FanDuel. This trend is booming in the U.S.”

Newman cited an article from Sports Business Journal stating that October 2024 marked a record month for sports betting, with New York alone seeing $2.3 billion in wagers. Four states surpassed $500 million, highlighting the growing popularity of betting across the country.

“What does this mean for states?” Newman asked. “It brings in extra tax revenue, which can support healthcare and education.” He believes sports betting can act as an economic booster, especially during tough times.

One major challenge for equestrian sports is attracting spectators, particularly those unfamiliar with the sport. Newman sees sports betting as a way to draw in new fans, increase ticket sales, and enhance hospitality experiences. He mentioned that they operate in a competitive landscape, especially in busy months when various professional and college sports vie for attention.

“Sports betting can spark interest and awareness about our events,” he said. “We need to keep our sport appealing in a crowded market.”

Newman also highlighted the media buzz generated by their involvement with sports betting. “It helped us gain significant coverage from major publications, which raised awareness,” he noted.

The MARS Maryland 5 Star was the first three-day event in the U.S. to offer betting. Newman explained that rising expenses, which have increased by 40% over the years, prompted them to explore this option. “We wanted to test how sports betting could help offset costs,” he said.

Following the regulations, athletes and officials were prohibited from betting. Their collaboration with the Maryland Lottery and Gaming Control ensured everything adhered to state laws. The results were promising, as even with only eight competitors in the finale, all participants were a part of the betting excitement.

Diarmuid Byrne from EquiRatings, a leading equestrian data company, joined the conversation to discuss the potential of sports betting for fan engagement. He emphasized that the sport should be entertaining and accessible. “We need our sport to attract fans like American football does in Ireland,” he said.

Byrne shared insights about how sports betting creates excitement among fans, allowing them to easily engage with the sport. He encouraged making eventing more accessible to non-horse fans by improving live scoring and enhancing storytelling through media.”

One area for growth in eventing is building rivalries, which can excite fans. “Currently, we lack rivalries which makes it harder to create buzz. However, offering sports betting could bring about a sense of competition,” he said.

“Sports betting gives fans a reason to care about their favorite riders and events. It opens up a platform for discussions and opinions that can draw more people into the sport,” Byrne added, emphasizing its potential value beyond mere numbers.

About the USEA Annual Meeting & Convention

The USEA Annual Meeting & Convention occurs every December, gathering enthusiasts to learn and connect. The 2025 event is set for December 11-14 in New Orleans, Louisiana.