On June 23, San Diego State University (SDSU) officially launched the Institute on Sports Wagering and Gaming (ISWAG), positioning itself at the forefront of a rapidly expanding sector in the United States.
Housed within the L. Robert Payne School of Hospitality and Tourism Management, ISWAG is designed to function as a research and educational hub that will focus on sports gambling, fan behavior, policy, and consumer protection.
The creation of ISWAG comes in response to a paradigm shift in the landscape of sports betting, catalyzed by the U.S. Supreme Court’s decision in 2018 to strike down the Professional and Amateur Sports Protection Act. This ruling granted individual states the authority to legalize and regulate sports wagering according to their preferences.
ISWAG’s introduction is especially timely, given the ongoing discussions and lack of legal decisions surrounding sports betting and fantasy sports in California.
Brandon Mastromartino, the founding director of ISWAG and a professor in the L. Robert Payne School of Hospitality and Tourism Management, emphasized that the institute aims to bridge the knowledge gap surrounding sports betting. He believes the research conducted at ISWAG will help steer the conversation toward effective regulation and consumer protection measures.
“States have legalized sports betting only recently, and now, we’re starting to see some of the outcomes of that legalization, for better or for worse,” said Mastromartino. “Most states have generated a lot of tax revenue and are using it to improve their state. However, there’s a rise in problem gambling and addiction.”
With the burgeoning uncertainties tied to sports gambling, Mastromartino underscored the significance of ISWAG. He hopes to unite experts from varying fields to address existing research voids in this complex domain.
“For a long time, sports gambling has been looked at as a sin, a scourge. But just like tobacco, alcohol, or cannabis, these are behaviors consumers engage in — and we shouldn’t be scared of them,” remarked Michael Naraine, an associate professor of sport management at Brock University, who is the sole external faculty member at ISWAG.
Naraine, whose research delves into sports marketing and gambling behavior, noted that while aspects such as problem gambling and regulatory frameworks have been studied for years, there remains a deficiency of research targeted at the business and marketing components of sports betting.
“There’s a lot of gambling research out there,” Naraine explained. “There’s not a lot of sports gambling research specifically on the business, marketing, economics, and fan behavior.”
He views sports wagering as a vital catalyst for enhancing sports consumption, noting that it boosts engagement and revenue. However, it raises ethical concerns, especially within college athletics, and he hopes that ISWAG will address the urgent need for education and regulation concerning sports betting, particularly among students and athletes.
“There are definitely risks involved,” he cautioned. “The two primary motivations to engage in sports betting are financial and entertainment. And if you don’t have the proper research and education for consumers, stakeholders, government, and industry, this can become the wild wild west.”
Mastromartino described the current state of knowledge in the U.S. regarding sports betting as akin to a “wild west.” He stressed the need for research to demystify the complexities of sports betting, especially given its surging popularity in recent years.
“The Institute is not for sports betting, it’s on sports betting,” he clarified. “And that’s the clarification. There’s a lot of research from around the world where sports betting has been legal for a while. Australia, parts of Europe, Canada, and the US as a whole are a little behind in that research and what we could be understanding.”
The unique location of SDSU, close to tribal stakeholders, professional sports teams, and tourism infrastructure, positions the university well to lead in this field. According to Naraine, the faculty at ISWAG bring a diverse range of expertise, covering tribal studies, sport business, American Indian sovereignty, and public health, all of which could set a national standard.
“This is an important move, and I’m really glad SDSU has decided to have this leadership and play this role in the space,” Naraine said. “It opens up an ability for SDSU to be a thought leader here.”
ISWAG also aims to broaden the understanding of gambling issues through partnerships with industry professionals and tribal organizations.
Katherine Spilde, the Endowed Chair of the Sycuan Institute of Tribal Gaming and a professor at SDSU, stated that this new institute complements prior educational initiatives in tribal gaming and casino operations. She emphasized the importance of differentiating between tribal gaming and commercial gaming.
“The Sycuan Band of the Kumeyaay Nation really were pioneers in partnering with a university specifically on tribal gaming and casino operations management,” Spilde noted. “This new institute is really a complement to their vision, to show our commitment at San Diego State to expanding into every facet of the gambling industry and the sports industry.”
Spilde also mentioned that students who focus on tribal gaming are essentially pursuing knowledge across both fields, equipping them to apply their understanding within the realm of sports betting.
“[Mastromartino’s] an industry expert in the sports side, and I’m the expert in the tribal gaming side, so together we have a unique offering at San Diego State,” Spilde added. “And really, that’s something we’re very proud of.”
The establishment of ISWAG is particularly significant in light of recent debates regarding college athletes and sports betting.
On June 24, the NCAA proposed a rule that could permit college athletes to engage in betting on professional sports. Meanwhile, California Attorney General Rob Banta issued an opinion on July 3 that characterized daily fantasy sports betting as illegal in California. Though the opinion has no formal legal implications, Banta has indicated that actions against online fantasy sports platforms are forthcoming.
Despite the existing restrictions, Naraine highlighted that student-athletes often seek ways to participate in gambling, including through unregulated markets, which can involve offshore sportsbooks or local bookies. He asserted that the focus should not be on outright banning such behaviors but instead on establishing a research-informed framework that facilitates responsible gambling.
“You’re not going to stop this type of behavior,” he asserted. “Instead, we should be looking at what a well-regulated market looks like. Research and education are the missing pieces in the North American context.”
Naraine emphasized that any tax revenue generated from legalized sports betting should not merely bolster state budgets but also fund educational initiatives and responsible gambling programs.
“Governments tend to legalize something and walk away,” he noted. “Instead, take that 2%, 5%, and put it back into the system, into public education, into service announcements. You’re making money, but also helping consumers play responsibly.”
Spilde underlined the importance of their collaborative research effort, which revolves around an overview of sports wagering regulation, and has recently been accepted for publication in the esteemed Cornell Hospitality Quarterly, a leading peer-reviewed academic journal.
While their combined expertise plays a pivotal role in the foundation of ISWAG, they view the initiative as just the beginning. Spilde expressed a desire to translate their research into engaging coursework that can excite students who are passionate about sports.
“We want to be of service… a research leader and then again, translating the data and research into curriculum, coursework, courses, electives on sportsbook operations,” Spilde stated. “Whatever else emerges that we know will serve our existing tribal gaming major and help us just expand and make it more exciting. You know students love sports — and especially at San Diego State.”
ISWAG’s launch epitomizes a growing acknowledgment that sports gambling is here to stay. As the institute lays its groundwork, it advocates for confronting the realities of betting within the modern sports culture rather than ignoring them.
image source from：thedailyaztec
