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A Maryland bill began its journey through the state Senate last week. SB 620, introduced by Sen. Shelly Hettleman, plans to prohibit colleges and universities from forming a partnership with a sports betting operator “if the institution of higher education receives compensation for student participation in certain sports wagering.” The bill also hopes to make public the specifics of any partnerships between sports betting companies and universities in Maryland.
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The University of Colorado formed a deal with PointsBet that included a $1.6 million payment in addition to a $30 bonus for every person that signed up for the app via a referral code. Following pushback, the two sides changed that aspect of the deal.
Upon reading the story, Hettleman wanted to avoid any similar issues in Maryland, especially with the University of Maryland partnered with PointsBet.
Hettleman’s bill received a hearing in the Senate Energy, Education, and Environment Committee. While no action was taken on the legislation, Hettleman says even universities in the state understand the logic behind the bill. There’s optimism about passing the legislation this session, which lasts through April 10.
While Hettleman’s bill would prevent any future deals involving sign-up bonus incentives, it doesn’t prohibit universities from forming partnerships with sports betting operators. Keith Whyte, the executive director of the National Council on Problem Gambling, said that the NCPG doesn’t support operators partnering with universities and believes it presents a problem gambling risk.
Colorado and Maryland aren’t the only colleges to receive criticism for their relationships with sports betting companies. LSU also received negative attention for its deal with Caesars Sportsbook. The sports betting operator also has a partnership with Michigan State University’s athletic department.
In early 2022, LSU students received emails with a sign-up code to start using the sports betting platform. People worried about the possible impact on underage individuals, although concern also extended to eligible students receiving the message.
A seemingly lucrative revenue stream for schools a few years ago, official partnerships with sports betting companies have proven challenging for universities.
The major logistical challenge involves advertising to college students, as most undergraduate students are under 21 years of age. What can an operator or athletic department do to ensure marketing materials don’t target underaged bettors?
The Ohio Casino Control Commission recently fined PENN Entertainment for a Barstool Sports show hosted on the University of Toledo’s campus. The event host shared a sign-up code for the Barstool, a violation of Ohio’s sports betting regulations given the number of individuals at the show under the age of 21.
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