CJ Is Wagering Big on the Sports Betting Vertical…Want In?

Jan 24, 2024
Written by Sarah Gittings

More than a third of Americans can now take part in online sports betting thanks to a 2018 US Supreme Court ruling that transformed what was originally a single-state tourist activity into a rapidly growing and digitally-focused trend across the US.

As a result, sportsbook brands are racing to gain consumer share and are eager to leverage publishers’ reach, content, and media to expand their business. ​With nearly $25B in revenue generated by sportsbooks from wagers made since 2018, the promotional opportunities in the sports betting industry are significant and are only expected to grow as more states pass legislation. The time to get into the vertical is now as sports betting is legalized across the country!


Opportunities in the Sports Betting Vertical with CJ

We’re excited to share that CJ has recently entered the sports betting arena with the launch of the BetMGM affiliate program! Our experts have been working hard behind the scenes to gain licensure and cover fees for many of the states that require them—providing a lower barrier to entry for publishers to operate in the vertical.

If you’re a CJ publisher who is looking to test a lucrative and fast-growing vertical or a sports betting publisher looking to diversify and expand into more states without the cost and effort of licensing, this one’s for you!

Read on to learn more about the sports betting vertical, benefits for CJ publishers, and how to take part.


What is Sports Betting?

Sports betting includes any wagering of a stake of monetary value in the expectation of a prize of monetary value, subject to a future and uncertain occurrence related to a sports competition.​

While originally restricted to Nevada, sports betting was no longer prohibited by federal law when the Supreme Court overruled the Professional and Amateur Sports Protection Act of 1992 (PASPA) in 2018. Immediately after the ruling, sports betting quickly went online in several states. Currently, there are only five states in which no legislation is currently being considered.​

Where legal, sports betting can occur online or in ‘retail’ locations:

  • Online sports betting occurs at online sportsbooks like FanDuel, BetMGM, and DraftKings. ​
  • Retail sports betting refers to in-person wagers in designated areas like casinos or brick-and-mortar sportsbook locations. ​

In affiliate, sports betting programs can be either CPA or revshare based depending on the operator:

  • CPA-based programs offer a set bounty per completed action. This is typically an account creation or initial deposit.
  • Revshare-based programs offer a commission percentage based on consumer activity. This is usually a portion of an initial bet or revenue generated within a set time period.​


Sports Betting Vertical Benefits for CJ Publishers

Whether you’re new to the sports betting vertical or a seasoned pro looking to expand into new markets, CJ has done the work to make it easier for you to promote sportsbook advertisers.

Licensure Coverage in Six States - While 11 of the currently legalized states (including Washington DC) do not currently have any license processes or fees, ten of the currently legalized markets require either a licensure process, a fee, or both. In six of those states, (AZ, CO, MD, MA, PA, VA) CJ’s licensure will provide coverage for all network publishers, allowing you to skip the process and fees and operate under our license! Together, these 17 markets comprise roughly 70% of sports betting revenue to date. CJ makes it easier to initiate your sports betting program in these low-barrier states.​

Vertical Expertise - In a vertical that’s growing and evolving quickly, it’s essential to stay on top of updates. CJ has experts who know the ins and outs of the sports betting vertical, including industry insights, licensure knowledge, compliance, and marketing guidance from the American Gaming Association (AGA).

New to CJ? There’s so much more to explore! Looking to diversify your partners and verticals? The CJ network gives you direct access to a wide variety of 4,000+ top global brands in the retail, finance, tech & services, and travel verticals. Want more data at your fingertips? CJ’s comprehensive reporting suite is packed with dashboards like Affiliate Customer Journey, Peak Shopping & Holiday Analysis, and more! Learn more at


Next Steps

If testing the sports betting vertical sounds interesting to you, or if you’d like to take advantage of CJ’s state licensures, here’s how to get started:

  1. Join CJ - If you’re not already a CJ publisher, sign up for free.
  2. Explore Open Opportunities - Browse the available sports betting programs on the CJ platform via the Partners Review applicable program terms, promotional requirements, etc. to determine your eligibility and opportunity for partnership.
  3. Compliance and Licensing​ - Sports betting is a regulated industry and compliance is incredibly important. Refer to program terms, CJ guidance, and state licensure requirements to ensure you're fully compliant before launch. ​
  4. Launch, Optimize, & Scale​ - Once an advertiser fully approves you, launch your sports betting program! Work with your CJ representative to understand program performance, data insights, and strategic scalability.


Ready to get started? Check out the BetMGM affiliate program.


Insights provides actionable data on demand in an intuitive, streamlined and easy-to-use platform to help you identify where to take action for your program.

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