Growth of soccer results in growth in betting

The answer to the informal poll that asks "Does America care about soccer?" can be found in Las Vegas sports books where the answer is a resounding yes. Between multiple promotions and Super Bowl-type betting propositions, the sports books are banking on their biggest World Cup ever.

The timeline of growth doesn't take long to detail because there really isn't much Las Vegas betting history for the sport. Even in 1994, when the United States played host to the World Cup, many Las Vegas sports books didn't even book the matches until the semifinals. Here we are 16 years later with every book in town looking to capitalize like never before during a month that is always traditionally the slowest of the year.

So what happened? How did Las Vegas transition into being a place that somewhat frowned on soccer to welcoming it with open arms?

"I think it's a combination of a lot of things," said Golden Nugget race and sports book director Tony Miller. "The USA has been exposed to a high level of soccer in recent years with the national team doing well. Having star players like (David) Beckham come over it created an awareness and excitement for the sport that wasn't there."

Exposure to club level soccer like the English Premiere League is now available through cable and satellite television like never before, which has propelled the sport's popularity among American youth.

"Over the last 20 years, the youth programs have become huge in the Valley,'' Miller said. "More kids are playing from a younger age and playing through high school. Unlike the past, they can now regularly watch the best players in the world, and I think that has translated not only into higher ratings and a more accepting audience than in the past, but also through the bet windows as those kids now become of legal age to place wagers."

Bert Osborne of the South Point has been in the Las Vegas sports book industry for more than two decades and has seen the soccer wagering grow in the last five World Cups.

"I was amazed at the handle eight years ago (South Korea/Japan games). Then to see what we did for the Germany event four years ago, it really showed that it wasn't just soccer fans that enjoyed it," Osborne said. "We had our regular sports bettors throwing the games in their parlays and having educated opinions on the matches."

On regular cable TV alone, non-World Cup matches from all over the world are readily available.

The Fox Soccer channel has matches on from every league in the world. ESPN now shows weekly Premier League games live every week along with live matches throughout the Champions League.

"Having ESPN is huge,'' Miller said'. "Nobody promotes sports like they do and they have been promoting this years World Cup for over four months like I've never seen them promote anything."

The Golden Nugget's Miller was born and raised in England and will be rooting for his team this month, beginning with Saturday's Group C opener against the United States.

"It's all about the Three Lions! It's been since 1966 that England has won and we're getting a little impatient," Miller said, referring to England's coats of arms badge that graces the national team's jersey and the team's recent futility on the world's biggest stage.

"I'll be torn in a way on Saturday because I root for the USA to always do well. We're brothers in arms forever, so let's just hope that both teams advance to the next round."

The last time England and the United States met in meaningful International competition was during the 1950 World Cup held in Brazil. England was heavily favored to win the entire tournament and lost to the U.S., 1-0.

While the United States would not qualify for the World Cup again until 1990, the English continued to be one of the better teams in every World Cup and eventually won it in 1966, their last title.

England is a goal favorite, laying minus-125 against the United States in Saturday's 60-year-old rematch to be held in Rustenberg, South Africa, according to odds posted by the Las Vegas Hilton Super Book. As far as advancing, a bettor would have to lay minus-1500 on the English to advance from Group C and only minus-135 on the USA to advance.

Looking at the odds to win the World Cup outright, it's very telling regarding England and the United States. England is one of the favorites at 8-1, while the U.S. is 50-1. It's not quite the same disparity between the two from 1950, but it's pretty close.

The overall favorites to win it all are Brazil and Spain at 4-1, followed by Argentina at 6-1, with the Netherlands and England at 8-1.

■ WATCHING THE MATCHES -- If you're looking for a place to watch the matches with folks that will have no problem drinking, singing and dancing with you, there should be a place for you wherever you're at in Las Vegas. Just about every local resort will have special viewing showrooms with the matches on.

Closer to the strip, McMullens Irish Pub opens their special event room for all matches. The NASCAR Cafe at the Sahara has turned itself into an English Pub for all matches, and the Las Vegas Hilton Super Book has transformed its Football Central showroom into Soccer Central.

Micah Roberts is a former Las Vegas race and sports director who writes for various sports publications. He can be reached at MM.Roberts7@Gmail.com.