Here in Australia we have some very aggressive sporting companies, which very much to try to play it into the culture of our sports.
Watching our biggest sporting event last year the AFL Grand Final, during each ad break there was a live update of the betting odds. In addition, to the sponsorship of the betting companies around the stadium.
It's sadly quite normalised here. Melbourne Cup. Betting odds broadcast alongside sport. Retired athletes spruiking. Pokies as an adjacent issue.
I know a 40ish yo mother who won't watch an AFL game without a bet on. I'm guessing she does it to make the games more interesting. Rarely seems to bet on the game result, but on quicker/earlier exotics like first goal.
Always felt like fantasy sports comps were a positive way to build on games. I've had fantasy comps with friends or randoms where they've created great conversations and community. However, it seems like those are increasingly trending to draw money and payouts rather than glory or a voucher from a sponsor.
Watching our biggest sporting event last year the AFL Grand Final, during each ad break there was a live update of the betting odds. In addition, to the sponsorship of the betting companies around the stadium.