Sports betting continues to explode across the country. Online gambling platforms have become mainstream, are heavily marketed by celebrities and star athletes—and increasingly popular among young adults.
With online bracket tournaments, office pools and gambling websites accompanying wall-to-wall games, March Madness—the NCAA men’s and women’s national basketball championship tournaments that begin on March 17 and 20, respectively—creates a perfect storm for betting.
Unversity of Texas at Arlington social work professors Melissa Lewis and Dana Litt, who lead UTA’s Studying Alcohol and Related Risks Lab, offered insight into the surge in sports betting and strategies bettors can use to to avoid slipping into harmful patterns.
“When you look at how March Madness is advertised on social media and in groups, it creates the perception that everyone is doing it,” Dr. Lewis said. “That may not affect people who already plan to bet, but it can definitely influence those who haven’t done it before and are willing to try because it now seems so normative.”
The UT Arlington researchers contributed to a new study examining the drivers of sports gambling behavior. It found that people are far more likely to place bets during weeks with major sporting events when they believe their friends are doing the same.
The study, led by researchers from the University of Washington and published in the Journal of Gambling Studies , followed the betting patterns of 210 individuals ages 18 to 29 over a one-year period. Most of the participants, 77.1%, were male and completed surveys every two weeks about their sports betting activity.
Lewis and Dr. Litt helped apply the Prototype Willingness Model (PWM), a behavioral framework developed in the 1990s to assess health-risk behaviors. The model distinguishes between a tie to a “reasoned pathway”— I plan to bet —and a “social reaction pathway”— I might bet if the right situation arises .
“Some individuals plan their betting throughout the year, while others are open to gambling but haven’t had the right context,” Lewis said. “March Madness provides that context: It’s one of the biggest betting events of the year and heavily involves young adults and college students.”
Litt said the findings mirror research on alcohol use, where behaviors can stem from both deliberate planning or from social reactions.
“All of that matters because interventions for someone with strong intentions differ from interventions for someone who is simply willing if a friend suggests placing a bet,” Litt said. “Understanding why people choose to engage is what helps design effective interventions.”
Early intervention is key, the researchers added, as risky behaviors such as sports gambling can be associated with depression, anxiety, increased substance use and other harmful outcomes.
Expert tips for safer sports betting
Journal of Gambling Studies
Survey
People
The Prototype Willingness Model of Sports Betting: A Yearlong Within-Person Study of Young Adults
13-Feb-2026
The funder had no role in the study design, collection, analysis, or interpretation of the data, writing the manuscript, or the decision to submit the paper for publication. Authors Lambuth, Litt, Lewis, Lostutter, and Graupensperger have no conflicts of interest to declare.