This piece looks at how US sportsbooks use March Madness to hook new bettors, turning casual bracket-fillers into longer-term customers through promos, branding, and influencer-driven campaigns.
Key takeaways:
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Legal sportsbooks are leaning on March Madness as a major acquisition moment, tying betting offers to brackets, watch parties, and social content to capture fans’ attention during the tournament’s biggest games.
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Operators are investing heavily in creative marketing—like influencer partnerships, tailored app experiences, and localized ads—to make betting feel like a natural extension of following the tournament rather than a separate, intimidating product.
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The rush to stand out in a crowded market is pushing brands to balance aggressive promotions with responsible gambling messaging, as regulators and advocates watch how companies market to young, digitally savvy sports fans.
“This is really like the Christmas of sports betting,” Bakowicz said of March Madness
Read the article.
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