New Jersey Bans Sportsbook Partnerships with Public Colleges

New Jersey has officially ended sportsbook partnerships with public colleges and universities. Governor Phil Murphy signed bill A4113 into law on July 8, immediately banning any marketing or promotional agreements between public institutions and sports betting companies. This includes advertising in stadiums, on college-run broadcasts, and through other digital or on-campus channels.

The new law applies across the board, from community colleges to major institutions like Rutgers University. Athletic departments, booster clubs, and school media outlets can no longer enter into sponsorships or affiliate agreements with sportsbooks. The goal is to curb the influence of gambling ads on students, many of whom fall within the most vulnerable age group for developing risky betting habits.

Academic Partnerships Still Allowed

While marketing partnerships are banned, the law does allow limited collaborations between colleges and sportsbooks if they serve an academic purpose. Internships, research programs, and educational opportunities are still permitted, provided they don’t involve promotional activity. This exception was added in a 2024 amendment to support practical learning in fields like data analysis or business without exposing students to direct gambling promotions.

Rising Concern Over Student Gambling Habits

This legislative move is part of a broader concern about the growth of sports betting among college-age adults. A recent survey from the NCAA found that over half of 18- to 22-year-olds had placed sports bets, with many saying that advertisements increased their interest in wagering. On-campus students were especially likely to report seeing betting ads and feeling more inclined to gamble because of them.

In New Jersey specifically, sports betting has become a multi-billion-dollar industry. But while the state brought in $1.1 billion in revenue from a $12.8 billion handle in 2024, lawmakers are increasingly focused on the potential downsides. Legislators argue that the saturation of betting promotions, particularly on college campuses, could be fueling problem gambling in younger demographics.

Prop Bet Ban Also Under Review

The end of campus marketing deals is just one part of the state’s broader effort to regulate how sports betting affects young people. A separate bill, S3080, is moving through the legislature and would ban all prop bets on college sports. This means sportsbooks would no longer be able to offer bets on individual player performance in college games.

The measure passed its first committee with unanimous support, and if adopted, New Jersey would join other states like New York and Massachusetts that have already removed these kinds of wagers. Supporters say removing player props reduces the pressure on college athletes and helps prevent obsessive or exploitative betting behavior.

Lawmakers Push for Broader Ad Restrictions

Additional legislation is also being considered to control how and where sportsbooks can advertise. Several proposals target marketing that appears near schools or uses language aimed at underage audiences. One initiative would require the state’s Division of Gaming Enforcement to conduct a year-long study on how advertising impacts young bettors and what kinds of messages may lead to riskier behavior.

Another proposed law, S2156, would give regulators more power to crack down on misleading or aggressive online gambling ads. If passed, it would also require sportsbooks to avoid targeting self-excluded individuals or minors, and to stick to clear, non-deceptive language.

A Step Toward Safer Gambling Practices

Although New Jersey has no active college-sportsbook partnerships in place at the moment, the new law sends a clear signal about where the state is headed. With sports betting already banned on in-state college teams, and now a move to ban direct marketing to students, New Jersey is positioning itself as a leader in responsible gambling policy.

The legislation reflects a growing national trend: balancing a booming gambling market with tighter consumer protections, particularly for younger and more impressionable audiences.