The Massachusetts Gaming Commission (MGC) released a legislatively mandated study this week examining diversity in the Commonwealth’s sports wagering industry. The report, titled Diversity in Sports Wagering and Recommendations for Future Practices in the Massachusetts Industry, was conducted by the MGC’s Research and Responsible Gaming Division alongside the UMass Amherst Donahue Institute and Gemini Research. The findings were presented during the MGC’s July 1st, 2025, Open Meeting.

Massachusetts legislature required two studies as part of the legalization of sports wagering: this diversity study and a kiosk feasibility study. The diversity study examined participation by minority, women, and veteran-owned businesses and workers across three industry segments: retail and online sports wagering operators, the MGC as a regulatory body, and advertising and marketing firms serving the industry. 

The researchers used a five-step method that included defining industry sectors, collecting comparative data against other industries and the broader economy, reviewing relevant policies, gathering information from operators and regulators, and conducting stakeholder interviews to develop recommendations for improving diversity participation. 

The study revealed that while Massachusetts’ sports wagering industry is relatively small within the state, it’s part of a larger national sector employing over 10,000 workers and spending nearly $1.75 billion annually on suppliers. The workforce shows strong overall diversity, with higher minority participation than in similar industries, though women and veterans remain underrepresented. All operators have established diversity recruiting programs and offer training to promote retention and career development. On the other hand, compensation for retail sportsbook operations is lower than their mobile counterparts, and no operators offer targeted compensation or benefits policies. 

Vendor diversity presents challenges of its own. While the industry has significant spending overall, participation by diverse businesses remains low, partly due to the scarcity of certified diverse businesses in key spending sectors. However, researchers highlighted opportunities in marketing and advertising services for increased spending with diverse businesses.  

The study’s findings show that the MGC exceeded its FY23 benchmarks for contracting with women- and minority-owned businesses but fell short of veteran-owned business goals.  

“The success of the Massachusetts gaming industry is a direct result of the diverse employees and vendors who operate in this sector, and while sports wagering is new, we are pleased with the results of this report,” said MGC Chair Jordan Maynard. “The Commonwealth is fortunate that the Legislature had the foresight to direct this study when legalizing sports wagering, and the Commission remains committed to ensuring our policies support growing a diverse workforce and extend opportunities for a range of vendors across the industry.” 

Researchers recommend developing standardized diversity metrics, encouraging operators to create structured strategies to increase diverse vendor participation, partnering with the Massachusetts Supplier Diversity Office for outreach, and directing sports wagering tax revenue toward workforce development and diverse business support programs. 

For complete findings and recommendations, read the full report here.