Sports betting on sports consumers' behavioral intention

The legalization of sports betting has transformed the sports industry, and strategic partnerships between professional leagues and betting companies have become commonplace. The purpose of this study was to explore how sport fans actively engage in their favorite team via sports betting and examine the relationship between sports betting involvement, flow, satisfaction, and behavioral intentions among sports fans. An online survey was conducted to collect data from U.S. sports fans (N = 342), and partial least square structural equation modeling (PLS-SEM) was used to analyze the data. The results showed that sports betting involvement positively affects fans' flow experience and satisfaction, which in turn increases their behavioral intentions regarding game attendance and media consumption. Overall, the study contributes to the sport management literature by substantiating the positive role of sports betting in enhancing sports fan experiences. The study provides valuable insights into how sports betting can be used to increase behavioral intention via satisfaction and flow.