Historically, there has been a direct association between football and betting, but that connection is advancing at a faster pace in a digital world. What was once limited to a local betting shop or a betting slip is now increasingly moving onto smartphones, which is changing how millions of fans engage with sport.
Although the advent of mobile betting applications has undoubtedly added excitement, it has also introduced challenges that are changing the ways that supporters relate to and interact with teams and events.
For supporters, it has, in many cases, made following the game a more engaging, thrilling experience, offering an additional level of ongoing strategy and engagement that has the pace of the game itself.