• The lines are blurring between US sports betting and media. 
• Broadcasters and publishers have embraced sports betting as a means of revenue and engagement.
• Ties between the two industries will likely deepen in 2022. 

Sports betting is a vital and growing piece of US sports media. 

Broadcasters and publishers started taking ad dollars from gambling operators and dabbling in betting content a few years ago, as the US regulatory tide turned in favor of the industry that had long been viewed as a vice.