On May 14, 2018, the lives of American sport bettors changed forever. The United States Supreme Court ruled that the Federal law prohibiting sporting betting in most jurisdictions was unconstitutional. The decision set off a whirlwind of activity in dozens of states to go through the process of legalizing sports betting.

So, what does this $25+ billion jolt to the gaming industry mean to brands? Are there lessons to be learned from the success of fantasy football, Texas Hold ‘em, and e-gaming? Do brands treat sports gambling like kryptonite or gold?

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