Sports’ data boom may soon be going to NCAA college sports

January 4, 2023
The Pac-12 Conference is exploring the idea of selling its data rights to sportsbooks to open up a new revenue stream as more states greenlight wagers, commissioner George Kliavkoff said in an interview last week.
Sports BusinessGeneral
Sports’ data boom may soon be going to NCAA college sports
SOURCE: JACOB SNOW/ICON SPORTSWIRE VIA GETTY IMAGES

The GIST: Sports’ data boom may soon be going to college. The Pac-12 Conference is exploring the idea of selling its data rights to sportsbooks to open up a new revenue stream as more states greenlight wagers, commissioner George Kliavkoff said in an interview last week.

The details: At the center of Kliavkoff’s proposal is the prospect of publishing weekly injury reports, a plan he will discuss with coaches and athletic directors (ADs) this year. Going public with player availability would likely make a deal sweeter for sportsbooks — and more lucrative for the Pac-12.

  • Publishing injury reports would be a gamechanger in college sports. Unlike in the pros, these reports aren’t mandatory, meaning closely-guarded player health secrets translate to serious concerns from sportsbooks about competitive legitimacy.

The obstacles: Coaches and ADs are the least of the Pac-12’s worries, though. Voters in the conference’s home state of California overwhelmingly rejected bills to legalize sports betting in November, and problem gambling is a dangerous side effect of the ease of sports betting in the U.S.

  • There are also few safeguards in place, leaving players potentially susceptible to manipulation by sportsbooks-turned-sponsors or match-fixers.

Zooming out: With numerous college sports under its umbrella, the Pac-12’s wager on data may be a wise one, especially as its plans would utilize the growing American sports betting audience, which placed more than $73 billion in online bets last year.

  • A pro tip for the Pac-12 and its sportsbook of choice: address the gender gap in sports data to maximize returns. Bettors are riding the women’s sports wave — last year’s March Madness championship broke BetMGM’s record for wagers placed on a women’s sports event. Bet on women, literally.