The absence of South Carolina sports betting is far more conspicuous these days.
Indeed, this is partially because legal sports gambling is so prevalent. Thirty-eight states have now green lit some form of sports betting, and even more expected to follow. On top of that, most of these places have approved of online sportsbooks in the United States entering their market—highlighting a shift not only in public sentiment, but consumer trends.
The Palmetto State, of course, is not among this vast majority. They are part of the minority. As such, their reluctance to meaningfully entertain, let alone actually legalize, sports betting is bound to stand out. And yet, South Carolina’s sports gambling laws face even more scrutiny following the 2024 NCAA Women’s National Basketball Championship.
On Sunday, April 7, the South Carolina Gamecocks defeated the Iowa Cyclones to conclude an epic March Madness run and bag a title. It is the school’s second NCAA championship in three years—and it’s third since 2017. That is a big freaking deal. And if sports betting in South Carolina were legal, it’d be a lucrative deal, too.
South Carolina vs. Iowa National Championship Game Sets Viewership Records
Anytime an in-state team participates in a significant game or wins a championship, there will be a surge in betting on the outcome. But South Carolina vs. Iowa proved to be an even more monumental and landmark event.
Above all else, it signaled an increased interest in betting on NCAA women’s basketball. And that intrigue, of course, is fueled by a rising overall demand for women’s basketball itself. According to The Athletic, South Carolina beating Iowa in April 2024 drew in a total of 18.9 million viewers, with its mid-game peak checking in at just over 24 million viewers. That is a monster number. In fact, as Richard Deitsch wrote: “That’s a 90 percent increase from the 2023 title game and a 289 percent increase from 2022. ESPN said it is the most-watched basketball game (men’s or women’s, college or pro) since 2019.
There is no overstating the significance of this viewership uptick. Likewise, there is no minimizing the financial opportunity missed by the Palmetto State as a direct result of South Carolina sports betting policy.
Speaking of which…
Action on Cyclones vs. Gamecocks Paints Missed Opportunity for South Carolina Sports Betting
The NCAA South Carolina-Iowa National Championship game didn’t just invite a record number of eyeballs and overall intrigue. It also set records for betting on March Madness.
Official figures have yet to be released. At this writing, we’re just a couple of weeks removed from the outcome. These sports betting reports typically run a month or two behind. Even so, as FOX Sports’ Patrick Everson reported just before tipoff, the Iowa-South Carolina betting volume is shaping up to be the highest all time for a women’s game:
“Another huge game, another sports betting record in the Women’s March Madness odds market. That’s what the thrilling UConn vs. Iowa clash delivered Friday night. Just days after Iowa’s win over LSU set records at sportsbooks across the country, the Hawkeyes’ 71-69 squeaker over UConn did likewise. And with Caitlin Clark and Iowa advancing, it’s starting to sound like those old late-night commercials: But wait, there’s more. ‘I wouldn’t be shocked in the slightest if we have another record-breaking handle for tomorrow’s championship game,’ BetMGM trader Seamus Magee said Saturday. That’s because the national championship game pits No. 1 seed Iowa against fellow No. 1 seed and undefeated South Carolina.”
There is no telling how much money legal South Carolina sports betting could have returned to the state for this singular event. But given the growing popularity of the Cyclones, their championship equity most definitely would have gone a long way.
Could South Carolina vs. Iowa National Championship Betting Shift Gambling Laws in The Palmetto State
This interest in South Carolina Cyclones basketball will serve as proof of concept for South Carolina sports betting supporters.
Detractors have argued, among other things, that the absence of a pro sports team diminishes the tax-revenue projections of legal sports gambling. That stance has always rung hollow. There may not be a major pro sports team in South Carolina, but they have other collegiate powerhouses aside from the University of South Carolina—including the Clemson Bulldogs. Meanwhile, this says nothing of the semi-local pro sports teams in North Carolina, which feature the Carolina Panthers (NFL), Charlotte Hornets (NBA), Carolina Hurricanes (NHL), Charlotte FC (MLS) and North Carolina FC (MLS).
You can, ahem, bet that Iowa vs. South Carolina betting will come up the next time sports gambling is a topic of discussion among lawmakers. That can only be a good thing for those holding out hope the Palmetto State changes their tune.
Granted, opponents of sports gambling won’t suddenly bend the knee. They have other reasons for their stances, including those that wade into moral grounds. Certain opponents will also be quick to cite that Iowa accounted for 85-plus percent of moneyline bets and 70-plus percent of total moneyline dollars at top online sportsbooks in the USA. They will, in turn, argue that Iowa’s Caitlin Clark (now of the WNBA’s Indiana Fever) drove interest rather than innate fandom for the Cyclones.
This argument might hold weight. But the viewership numbers speak for themselves. More than anything, though, there’s no denying South Carolinians bet on the women’s National Championship game. Too many surrounding states offer legal sports betting for residents to have sat this one out.
It is moments like this that shine a fresh spotlight on the absence of South Carolina sports betting. And while many agree gambling will be legalized at some point, there remains no timeline for it happening. Until it does, the state will continue to miss out on money-making events just like this one.
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