Online sports betting may be driving binge drinking among young men, study finds

Young men who already drink heavily may be even more likely to binge drink when they also participate in online sports betting. This is according to a new study examining the impact of legalised sports gambling.

The research found that men with a history of binge drinking increased the frequency of these episodes by roughly 10% after online sports betting became legally available in their region.

Researchers suggest that the nature of sports betting apps (the fact that they allow continuous wagering during live events) could be encouraging gambling behaviour in environments where alcohol consumption is already common.

Smartphones and live betting create constant engagement

The senior author of the study, Keshar Ghimire, is an economist at the University of Cincinnati. He said the findings highlight the wider consequences of gambling expansion.

“Online sports betting differs from traditional gambling because it is immediate, continuous and easily accessible through smartphones. That accessibility may make it easier for gambling to occur in settings where alcohol consumption is already common, such as watching live sports.” - Keshar Ghimire.

Sports fans often place bets instantly throughout matches. Live betting markets, push notifications and in-play odds updates mean users can keep engaged throughout an entire sporting event.

Researchers say this constant engagement may reinforce behaviours already associated with sports viewing culture. For example, drinking alcohol while watching matches.

Bars, pubs and social gatherings are common venues for watching football, rugby or other sporting events. These can therefore become environments where both gambling and alcohol consumption increase at the same time.

The study focused on data from the United States.

Relevance for the UK betting market

The findings could be particularly relevant in the UK. This is because sports betting is a part of sporting culture already. Millions of British fans regularly place bets on football, horse racing and other sporting events. This is often done through mobile apps.

The UK has one of the most mature online gambling markets in the world. Betting operators promote mobile wagering through sponsorships and advertising.

Live sports viewing in pubs is also a major part of the country’s social culture. Public health experts have previously warned that the close relationship between sport, alcohol and gambling could increase risks for certain groups, particularly young men.

Researchers say mechanisms still unclear

Although the study identified a link between legalised online betting and increased binge drinking, researchers say the precise behavioural mechanisms remain unclear. The research relied on self-reported drinking data. This may underestimate the true level of alcohol consumption among participants.

Ghimire said the findings should be seen as an early indicator rather than definitive proof of a behavioural pathway. Future studies may examine whether advertising exposure, social settings or real-time betting activity influence drinking habits.

Responsible gambling messaging may need to adapt

In the UK, gambling regulation is overseen by the UK Gambling Commission. The regulator has increasingly focused on consumer protection, affordability checks and advertising rules. Public health campaigns could focus specifically on young men who are already at higher risk of binge drinking.