Of all the cultural phenomena originating from Las Vegas, very few have been complimentary. From the infamous incident of Nicky Santoro using a pen to commit murder, to Clark squandering the Griswald family’s savings through gambling, and the graphic novels depicting the dark side of Sin City, it is challenging to ignore the city’s unsavory past—unless you are a professional sports league.
In the relentless pursuit of corporate dominance, the fusion of sports and legalized gambling emerges as a formidable contender, akin to the ambitious duo of Pinky and the Brain. An astonishing $23.1 billion, with a capital B, is anticipated to be wagered on Super Bowl LVIII. This astronomical sum surpasses the GDP of 66 countries, all concentrated within a single day, all for the sake of a football game.
Marc Davis, the offspring of the late Al, former owner of the Raiders, bestowed upon the team’s Las Vegas abode the moniker “Death Star.” While officially known as Allegiant Stadium, the Death Star designation seems more fitting, as it symbolizes a weapon crafted by an evil empire with the intent to annihilate planets. I am not asserting that sports gambling will lead to the downfall of civilization, but this weekend could serve as the catalyst for Christopher Nolan’s next apocalyptic cinematic masterpiece.
Step 1: Normalize an indulgence. Step 2: Indoctrinate the masses. Step 3: Reap the profits generated by an addiction intentionally designed to perpetuate the marginalization of certain segments of the population and further exacerbate the uncontrollable wealth disparity. The most repugnant aspects of drugs, alcohol, and sex occur clandestinely within the confines of Las Vegas hotel rooms. However, sports gambling has now emerged into the open, and even individuals such as Kevin Garnett, Jamie Foxx, the Manning family, Kevin Hart, and the NFL itself can emerge as winners.
The infamous catchphrase associated with Las Vegas, “What happens in Las Vegas, stays in Las Vegas,” originated from the NFL’s rejection of a Super Bowl advertisement for the city in 2002, as reported by ESPN. The NFL’s decision was influenced by a clause in their television contract that prohibits gambling-related advertisements. The public perceived the NFL as prudish, and subsequently, The Hangover movie immortalized the catchphrase, captivating the interest of countless individuals across America, who now yearn to venture into the heart of the desert, indulge in excess, and live to recount their experiences.
Fast-forward two decades, and the league has partnered with the same marketing firm, R&R Partners, responsible for crafting the unforgettable slogan, for this year’s Super Bowl campaign: “Excessive celebration encouraged.” This astonishingly contradicts everything the public has been taught about gambling and other perilously addictive behaviors.
Incorporating the terms “excessive” and “encouraged” into any marketing material pertaining to Las Vegas perpetuates the notion that one can embrace their darkest inclinations in Sin City and return to normal life unscathed. Individuals in recovery from addiction, or even those still grappling with it, understand the fallacy of such thinking.
I have previously written about the potential harm a match-fixing scandal could inflict upon America’s major sports industries—the erosion of the game’s integrity, the loss of trust, and the impact on impressionable young minds. While this remains an imminent and inescapable threat, it is the average everyday person who faces greater risks than the NFL, NBA, MLB, or NHL.
Out of the projected $23.1 billion wagered on Sunday’s Super Bowl, what portion will be paid out? Half? A third? Even less?
Another saying about Las Vegas now echoes loudly in my mind: “Las Vegas wasn’t built on winners.” The house always emerges victorious, and due to the NFL’s influence, predatory business practices, and unapologetic pursuit of expansion, the league has become an integral part of the establishment.