At Odds? Sports, gambling and hyper-commodification

Critical commentaries on the burgeoning industry of sports betting have focused on either its potential (i) to promote problem gambling or (ii) to encourage betting-related corruption. In this paper we explore a third and distinct line of inquiry according to which sports betting is of considerable moral concern insofar as it undermines the ideals of sports by transforming the manner and modes in which spectators engage with and value sports. Technological, cultural and legal changes have led to greater integration between many sporting lea-gues and gambling practices. Elite sport has long been commodified; however, we argue that such integration should be understood as a form of ‘hypercommodification . By analysing sports betting as a form of hyper-commodification, we argue that it may promote objection-able instrumental modes of regard towards sport among individual spectators and fans. We also argue that increasing integration between sports and gambling practices may undermine the social conditions required to express appropriate modes of valuation towards sport.