The spread of legalized sports gambling — and some early scandals — have captured the full attention of athletic departments and conference offices. All major conferences are paying independent betting monitors to make sure their athletes abide by the rules — and to catch those who are not.
All of this means the personal information surrendered by athletes — birthdays, addresses, Social Security numbers, cellphone numbers — is used in a way unlike the same information shared by their fellow students. Some combination of those details can tip off a betting monitor that something doesn't look right.
“I have learned a lot the past two months just about gambling,” Iowa football coach Kirk Ferentz said. “I never really paid attention to it, other than we signed a form, probably the same form we signed when I was playing. We live in a real different world right now.” U.S. Integrity receives athlete and team staff information from a client school or conference through an encrypted program called ProbiBet; Holt said some clients upload names of those not allowed to bet and in turn the lists are provided to sportsbooks.
Tracking wagers made with illegal bookies is considerably more difficult. The American Gaming Association estimates some $4 billion in illegal betting is wagered each year.Though big conferences flush with media rights money can hire the likes of U.S. Integrity while holding off on sponsorship or data deals with casinos, it's more challenging for lower-profile leagues.
“I guess the short takeaway is Americans really like to gamble, particularly as it relates to sports betting,” Li said. “We continue to be on this pace that crushes expectations way back in 2018 when it was first legalized.”
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