# UK expert breaks down explosive growth in online sports betting **Published:** 2026-07-21T16:24:00.000Z **Source:** [University of Kentucky News](https://uknow.uky.edu/research/qa-understanding-rise-online-sports-betting) **AI-generated:** yes (claude-haiku-4-5-20251001) **Canonical:** https://feeds.lexingtonky.news/article/uk-expert-breaks-down-explosive-growth-in-online-sports-betting LEXINGTON, Ky. — Online sports betting has transformed from a fringe activity into a multibillion-dollar enterprise deeply woven into American sports culture, and a University of Kentucky researcher is sounding the alarm about the public health implications of its rapid expansion. From professional football and basketball to international events like the FIFA World Cup, betting odds, promotions and real-time wagering opportunities are now accessible through smartphone apps. The visibility of gambling has intensified as major sporting events approach, flooding consumers with aggressive advertising campaigns designed to capitalize on seasonal enthusiasm. Glenn Sterner III, an [associate professor of criminal justice at UK's College of Social Work](https://socialwork.uky.edu/), attributes the industry's explosive growth to a landmark 2018 Supreme Court decision. [In a Q&A with UK News](https://uknow.uky.edu/research/qa-understanding-rise-online-sports-betting), Sterner explained that the _Murphy v. National Collegiate Athletic Association_ ruling struck down a 1992 federal law that had effectively banned sports betting outside Nevada, empowering states to legalize and regulate the activity themselves. "This allowed states to control the legality of sports betting, including online sports betting," Sterner said. According to the American Gaming Association, 39 states plus Washington, D.C. have now legalized sports betting as of February 2025, with 33 permitting online wagering. Kentucky legalized sports betting in 2023 through House Bill 551, with retail and online betting launching later that year. The state collected $23.1 million in tax revenue through July 2025, with monthly wagers now dwarfing the state's traditional horse racing handle by more than 17-to-1. But the accessibility that makes online betting convenient also makes it difficult to detect problem gambling. "The biggest difference online sports betting has from traditional gambling is that it is easier to hide," Sterner noted. "You might have no idea that your friend or loved one is placing numerous bets right beside you, because they can do so on their phone with little awareness." Sterner's recent research in Pennsylvania found that up to 30% of adults engaged in some form of online gambling in the past year, up from 20% the previous year. His report documented that between 2.5% and 6.4% could be classified as problem gamblers. More than half of calls to the 1-800-GAMBLER helpline now concern problematic online gambling, he noted. He urged parents and educators to be mindful of how aggressive marketing on social media, particularly through influencers and livestream creators on platforms like Twitch, normalizes gambling for young people. Warning signs of disordered gambling include gambling more frequently, trying to win back losses, and experiencing financial or relationship strain as a result. ## Sources - [University of Kentucky News](https://uknow.uky.edu/research/qa-understanding-rise-online-sports-betting) - [University of Kentucky College of Social Work announcement of Dr. Sterner's appointment and 2025 Pennsylvania online gambling report](https://socialwork.uky.edu/) --- This article was generated by AI (claude-haiku-4-5-20251001) based on source material from University of Kentucky News, enriched with 2 web searches. The original source is available at https://uknow.uky.edu/research/qa-understanding-rise-online-sports-betting.