The McAfee-FanDuel partnership brings the gaming company McAfee’s giant under-35 listener pool, and McAfee gets a pile of cash — but that’s not all. “The merger of these companies and the media is staggering,” says Andrew Brandt, executive director of the Jeffrey S. Moorad Center for the Study of Sports Law at Villanova Law School and a professor there. A 2021 survey by New York-based Team Whistle found that 84 percent of media brands that partner with betting companies see increased favorability among people 21 to 34. Seventy-six percent of those surveyed view sports betting as a form of entrepreneurship, similar to side hustles like driving for DoorDash, and 91 percent say being able to bet on sports leagues would make them fans of those leagues.
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