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Your One-stop Shop For Sports Betting In India: Pokerstars Sports – An advertiser promotes a betting app on the Michigan State vs. Ohio State football game on Oct. 8 in East Lansing, Mich. Credit … Stephen Speranza for The New York Times

To earn millions of dollars in fees, universities partner with betting companies to introduce their students to online gambling games.

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In September 2021, an official in the University of Michigan’s athletic department sent an interesting message to his boss: An online betting company was willing to pay a reasonable price for the right to promote gambling at the university.

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«Alan, if we are willing to take an aggressive position, we have a $1 million/year deal on the table with Caesar,» Paul Schager wrote to Alan Haller, the university’s athletic director.

The offer from Caesars Sportsbook turned out to be bigger than that, according to emails obtained by The New York Times. In the end, the company agreed to a contract worth $8.4 million over five years. It is, members of the negotiating team said in another email, «the largest sports book deal in college sports.»

Other schools have also signed agreements to bring betting to schools. When Louisiana State University signed a similar agreement in 2021 with Caesars, the university sent an encouraging message to recipients — including some students who are under 21 and cannot legally gamble — let them make your first bet (and earn your first money ).

And when the University of Colorado Boulder in 2020 received $1.6 million to promote gambling at the school, the betting company sweetened the deal by giving the school another $30 every time someone downloaded the company’s app and placed a bet with a promotional code.

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These three offers are part of a highly publicized but secretive campaign launched by the online gambling industry. Since the Supreme Court’s decision in 2018 to allow states to legalize such bets, gambling companies have raced to convert traditional casino customers, fantasy players and online players. ‘to create a new generation of digital gamblers. Large universities, with tens of thousands of graduates and easily accessible student audiences, have emerged as particularly attractive targets.

Meanwhile, at least eight universities have become partners in online sports betting companies, or sports books, mostly in the past year, hoping for more.

In addition, at least a dozen sports departments and clubs have signed agreements with brick-and-mortar casinos. For example, Turning Stone Resort and Casino is the official office of Syracuse University’s Cuse Athletic Fund. In 2020, Texas Christian University, in Fort Worth, joined WinStar World Casino and resort to open a new club with luxury suites and seating.

Online gambling offers have helped the gambling industry recover some of their revenue during the pandemic. These partnerships bring more money that schools can use to sign marquee coaches and build winning teams. Mr. Haller, Michigan State’s athletic director, said in a news release at the time of the Caesars deal that he would provide «the necessary resources to support the growing needs of each of our university programs.»

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The relationship raises questions, however, about whether promoting gambling in schools – especially those at an age less likely to develop gambling problems – is consistent with the mission of higher education.

Robert Mann, an LS U journalism professor and social media critic.

Cody Worsham, L.S.U.’s athletic director. and the company’s CEO, said in a statement that Caesars and the university «share a commitment to fair trade and age.» The agreement, added Mr. Worsham, «is an important and lasting partnership that benefits our entire department, the university, and its supporters.»

Robert Mann, a journalism professor at Louisiana State University, is among the critics of the university’s deal with Caesars. Credit… Stephen Speranza for The New York Times

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Some parts of the deal also appear to violate gambling industry laws against sales to minors. The American Gaming Association’s «Responsible Marketing Policy,» an umbrella group for the industry, says that sports betting should not be advertised on college campuses.

Most online gambling fellowships are only a few months old, so the full impact on students has yet to be made. But the danger is great. Sportsbooks encourage people to bet repeatedly, even if they suffer losses. Campus programs to treat gambling addiction and other problems are rare, according to university officials and mental health experts.

Michael Goldman, who teaches sports marketing at the University of San Francisco, said, «We don’t see enough attention, understanding and education to support the elimination of this type of business.»

Because gambling is not shown on school tours or in college brochures, parents may not be aware that their child is enrolled in a college where gambling is supported by free bets. , loyalty and bonus programs.

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«The first day sports betting was legal in the state, everybody did it,» said Jack Krecidlo, Louisiana state commissioner. He wondered how he would react if his mother found out he was using a sports betting tool.

To understand how gambling entered campuses, The New York Times reviewed school records and interviewed students, faculty, administrators, athletic conference leaders, gambling leaders and counselors.

The study came together largely in secret, The Times found, with little discussion on campus about its potential impact on students, sports and the integrity of college sports.

To secure these partnerships, sports departments rely on companies that handle sponsorship and advertising rights for their teams. These companies, which organize all kinds of contracts and sponsors, act as middlemen. They negotiate the deal with the betting company and shell out, sometimes in the millions of dollars, any money that changes hands.

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Advertisements promoting gambling were sent — in error, the university said — to several minors at L.S.U.

Unlike public universities, which are subject to government disclosure and freedom of information laws, gambling companies are held in secret. This means that the terms of their agreement will not be made public unless the university is a party to the agreement. (College athletic departments tend to protect their practices and negotiate some of their most complicated contracts, including lucrative television deals, through parties such as athletic associations.)

«With media rights holders, public institutions like Michigan State no longer have to disclose all sponsorship deals,» he said in an interview. «This allows supporters to be able to spend what they think is right without the public or employees or retailers asking that question.»

At the University of Colorado Boulder, Seth Hornstein, chairman of the athletics department committee, was unaware of the PointsBet deal until he saw the newspaper announcing it.

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The state of Louisiana in January sent emails to students under the age of 21, the most common in the state.

«Tiger fans, rejoice!» email begins. It offers $300 in free bets to anyone who deposits an initial $20.

Chris Holdren, CEO of Caesars Sportsbook, said in an interview that the emails were sent to minors without their knowledge. «We are very sorry that this happened, we asked our partners at L.S.U. game to detect and fix system failures,» he said.

Even so, Caesars reached out to underage students through promotions on L.S.U.’s sports website, at Tiger Stadium and on TV and other media.

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«You can’t run away from it,» said Mr. Mann, an L.S.U. professor. «You shower every day and bet on sports while you walk around.»

Michigan State fans in October. School talks with Caesars gain momentum in fall 2021. Credit… Stephen Speranza for The New York Times

The college was not willing to share financial details of their relationship for this story. But through a public records request at Michigan State, the Times obtained a cache of emails and documents that provide insight into how the university negotiated its contract with Caesars and what Caesars promised for its money. This website covers everything from total M.S.U. will welcome anyone on the chat team who will receive a free Spartan jersey.

The Caesars deal gained momentum in the fall of 2021, with marketing emails between Caesars executives, Michigan State sports officials and representatives of sports marketing company Playfly. The final plan, according to the email, includes a $1.7 million payment in 2027. Michigan State will split the first-year costs with Playfly and keep 65 percent each year after that, with the rest going to Playfly.

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In an email, Kris Kassel, senior vice president at Playfly, assured Mr. Haller, the game’s director, said the details would not be released because «the deal is between Playfly and Caesars, so it’s not subject» to a public records request. . If Michigan State had been a signatory, the public would have had the right to see the agreement. Michigan State and Playfly declined a Times request to see the contract. Mr. Haller declined to comment.

Under the agreement, which was announced in January with few details on the process,