What it is
A sportsbook, also known as a bookmaker or "bookie," is an entity that facilitates sports betting by setting odds for various outcomes of sporting events and accepting bets from individuals. Sportsbooks make money by adjusting odds to balance the amount of money bet on each side and by charging a commission, known as the "vig" or "juice," on winning bets. They operate legally in regulated jurisdictions.
The proliferation of online and retail sportsbooks has created a multi-billion dollar industry, significantly impacting the sports economy. Sportsbooks compete for customers by offering various betting markets, promotions, and user interfaces. Investors track the growth of the sports betting industry, regulatory changes, and the financial performance of publicly traded sportsbook operators, as these factors affect stock valuations in the entertainment and technology sectors.
Why it matters
Sportsbooks drive the regulated sports betting market, creating significant revenue streams for operators and influencing media partnerships.
Reviewed under editorial standardsUpdated September 26, 2026Not investment advice