When Sports Betting Addiction Takes Hold: Creation and Validation of the Sports Betting Addiction Index

Session Title

Sports Betting: Youth, Addiction & Education

Presentation Type

Paper Presentation

Start Date

27-5-2026 12:00 AM

Abstract

The mainstreaming and legalization of sports betting in over three quarters of the country has given rise to significant increases in sport betting addiction (Yeola et al., 2025). One problem in determining the overall addiction levels is that most mainstream gambling addiction measures are (a) not sport-specific and (b) several decades old. Given the role mobile media plays in easing the placement of bets and consumption of sports media in general, there is substantial need to establish a robust, valid measure that reflects contemporary sports fan betting behaviors. This presentation would present the pilot results for the establishment of a Sports Betting Addiction Index (SBAI). Using Netemeyer et. al’s (2003) index development framework as guidance, the pilot will unfold via the following structure: (a) identification of key literature to build an expert list, (b) solicitation of input from the expert panel, (c) generation of proposed measurement items, and (d) pilot testing. Findings would include the advancement of multiple subfactors of sports betting addiction along with relevant demographic correlates that could help crystallize when interventions are warranted. Implications for sports management, media, marketing, and psychology will all be imbued within the creation and advancement of this pilot data.

Author Bios

Andrew C. Billings serves as co-director of the Beyond Sports Initiative and Reagan Chair of Broadcasting, and the Associate Dean for Faculty in the College of Communication & Information Sciences at the University of Alabama. He is the Editor-in-Chief of the prominent academic journal Communication & Sport and has been interviewed over 700 times by news outlets including The New York Times, Associated Press and ESPN.

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May 27th, 12:00 AM

When Sports Betting Addiction Takes Hold: Creation and Validation of the Sports Betting Addiction Index

The mainstreaming and legalization of sports betting in over three quarters of the country has given rise to significant increases in sport betting addiction (Yeola et al., 2025). One problem in determining the overall addiction levels is that most mainstream gambling addiction measures are (a) not sport-specific and (b) several decades old. Given the role mobile media plays in easing the placement of bets and consumption of sports media in general, there is substantial need to establish a robust, valid measure that reflects contemporary sports fan betting behaviors. This presentation would present the pilot results for the establishment of a Sports Betting Addiction Index (SBAI). Using Netemeyer et. al’s (2003) index development framework as guidance, the pilot will unfold via the following structure: (a) identification of key literature to build an expert list, (b) solicitation of input from the expert panel, (c) generation of proposed measurement items, and (d) pilot testing. Findings would include the advancement of multiple subfactors of sports betting addiction along with relevant demographic correlates that could help crystallize when interventions are warranted. Implications for sports management, media, marketing, and psychology will all be imbued within the creation and advancement of this pilot data.