Marketing strategy of bookmakers divides betting industry


After testing positive for COVID-19, Jon Rahm, who was leading the Memorial Tournament by six shots after the third round, was forced to withdraw.

He was the betting favorite, paying 12-1. He would have been the odds-on favorite heading into the final round. As word of his withdrawal spread on Twitter, the sports betting community erupted — but not because of the brutal loss.

Furthermore, on June 5, the largest sportsbooks in the US began issuing refunds to anyone who had bet on Rahm.

Bad beat refunds are a marketing strategy that has been used successfully by international sportsbooks for decades. They have raised the profile of some bookmakers and assisted sportsbooks in gaining notoriety when entering new markets.





Nassima Azmzm

Nassima Azmzm

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