Why March Madness is a perfect storm for betting
Sports betting continues to explode across the country. Online gambling platforms have become mainstream, are heavily marketed by celebrities and star athletes—and increasingly popular among young adults.
With online bracket tournaments, office pools and gambling websites accompanying wall-to-wall games, March Madness—the NCAA men’s and women’s national basketball championship tournaments that begin on March 17 and 20, respectively—creates a perfect storm for betting.
Unversity of Texas at Arlington social work professors Melissa Lewis and Dana Litt, who lead UTA’s Studying Alcohol and Related Risks Lab, offered insight into the surge in sports betting and strategies bettors can use to to avoid slipping into harmful patterns.
“When you look at how March Madness is advertised on social media and in groups, it creates the perception that everyone is doing it,” Dr. Lewis said. “That may not affect people who already plan to bet, but it can definitely influence those who haven’t done it before and are willing to try because it now seems so normative.”
The UT Arlington researchers contributed to a new study examining the drivers of sports gambling behavior. It found that people are far more likely to place bets during weeks with major sporting events when they believe their friends are doing the same.
The study, led by researchers from the University of Washington and published in the Journal of Gambling Studies, followed the betting patterns of 210 individuals ages 18 to 29 over a one-year period. Most of the participants, 77.1%, were male and completed surveys every two weeks about their sports betting activity.
Lewis and Dr. Litt helped apply the Prototype Willingness Model (PWM), a behavioral framework developed in the 1990s to assess health-risk behaviors. The model distinguishes between a tie to a “reasoned pathway”—I plan to bet—and a “social reaction pathway”—I might bet if the right situation arises.
“Some individuals plan their betting throughout the year, while others are open to gambling but haven’t had the right context,” Lewis said. “March Madness provides that context: It’s one of the biggest betting events of the year and heavily involves young adults and college students.”
Litt said the findings mirror research on alcohol use, where behaviors can stem from both deliberate planning or from social reactions.
“All of that matters because interventions for someone with strong intentions differ from interventions for someone who is simply willing if a friend suggests placing a bet,” Litt said. “Understanding why people choose to engage is what helps design effective interventions.”
Early intervention is key, the researchers added, as risky behaviors such as sports gambling can be associated with depression, anxiety, increased substance use and other harmful outcomes.
Expert tips for safer sports betting
- Set a budget: Use only entertainment funds, never money for essentials such as rent or groceries. It’s not always one big loss that creates financial concerns; often, it’s repeated small losses. When you add them up at the end of something like March Madness, it can have significant consequences.
- Bet with a clear mind: Avoid betting after drinking or when emotionally reacting to a loss—or a win. Take breaks between bets so each decision is independent rather than driven by emotions.
- Understand the odds: Placing more bets does not increase the chances of winning. Remember, the house always wins in the long run. People often go for bigger bets because the potential payout seems exciting, but they don’t realize the odds are much lower.
- Seek help: If betting feels uncontrollable or causes stress, consult professional support. Gamblers Anonymous offers 24/7 confidential help at 909-931-9056.
About The University of Texas at Arlington (UTA)
The University of Texas at Arlington is a growing public research university in the heart of Dallas-Fort Worth. With a student body of over 42,700, UTA is the second-largest institution in the University of Texas System, offering more than 180 undergraduate and graduate degree programs. Recognized as a Carnegie R-1 university, UTA stands among the nation’s top 5% of institutions for research activity. UTA and its 280,000 alumni generate an annual economic impact of $28.8 billion for the state. The University has received the Innovation and Economic Prosperity designation from the Association of Public and Land Grant Universities and has earned recognition for its focus on student access and success, considered key drivers to economic growth and social progress for North Texas and beyond.