Latest GeoComply Data Shows Clear Alabama Sports Betting Demand

If recent GeoComply tracking data is any indication, Alabama sports betting demand remains on the rise. 

Many could have predicted this trend. The issue of sports betting in Alabama has cropped up during multiple rounds of state legislative meetings. Elected officials would not be discussing it if there wasn’t interest. 

Still, the latest figures on the number of Alabamans who attempted to access online sports betting apps in the United States this past year reinforces that interest. And it should ensure the topic remains top of mind moving forward. 

Over 2 Million Attempts to Access Online Sportsbooks Originated in Alabama

Over the the Alabama Political Reporter, Bill Britt digs into some of the year-in-review data released by GeoComply:

“While legal avenues remain nonexistent, the demand for sports betting in Alabama is undeniable. Data from GeoComply reveals that nearly 190,000 geolocation checks originated in Alabama during the 2024 NCAA basketball tournament—a clear indicator of residents’ efforts to access legal platforms in other states. Of those, 42 percent sought sportsbooks in Tennessee. Additionally, over 2 million attempts to access illegal online sportsbooks were blocked, underscoring the enforcement challenges and the untapped market for legal sports wagering. This demand isn’t limited to March Madness. Alabama consistently ranks second nationally in Google searches for illegal online sports betting. The interest is there, the dollars are flowing—but not into Alabama’s coffers.”

In the interest of transparency, this last note can be a little misleading. Thirty-nine states, along with the District of Columbia, now offer some form of legal sports betting. People who live in these regions are much less likely to Google search “illegal online sports betting.” In theory, Alabama ranks second in these searches out of 11 total competing states.

Granted, this is still a significant development. After all, the list of holdouts from online sports betting in the United States is populated by some of the biggest markets around. Sports betting in Texas and sports betting in California profile as the two most lucrative markets in the country. Both still do not have legal wagering. Even sports betting in Georgia figures to be more prominent than Alabama—if and when it’s legalized. 

To that end, The Crimson State outpacing at least three of Texas, California and Georgia for online sportsbook searches is a big deal. But will it mean anything as Alabama gears up for the next round of legal sports betting discussions?

What Went Wrong During the Last Attempt to Legalize Alabama Sports Gambling?

Depending on the source, Alabama sports betting was either terribly close or incredibly far away last year. In truth, it was probably equal parts close and far away.

The Alabama House of Representatives approved House Bill 151 during last year’s legislative sessions. The initiative sought to modernize the state’s entire gaming infrastructure. By way of a constitutional amendment, it would have legalized Alabama sports betting and casino gambling while creating a state lottery. 

Optimists initially interpreted this as a great sign. Then came the cold water. The Senate Tourism Committee effectively disemboweled the framework of HB 151. By the time it returned to the House of Representatives, it bore little to no resemblance to the original proposal.

Pretty much every aim was stripped from the ledger, with the exception of an Alabama state lottery. With so much of the initial angles gone, HB 151 no longer had the votes to advance any further. And even if it did, Alabama sports betting was no longer part of the equation.

Viewed through this lens, it is tough to muster much optimism heading into 2025 beyond. Certain elected officials clearly have interest in the legalization of Alabama sports betting. But there is also a clear hesitance among enough members of the Senate to believe the next proposal will be dead on arrival.

In fact, if we have to guess, Alabama sports betting will remain at least a few years away. Nothing suggests the overarching dialogue or primary concerns are going to shift in 2025 or 2026.

Will Things Change for The Crimson State Moving Forward?

Supporters will, of course, argue the financial merits of legal sports betting. But those justifications are not new. Alabama Senate members understand they currently lose revenue to sports betting in Tennessee, sports betting in Mississippi and various offshore sportsbooks. After all, it’s not like this is new. Both Tennessee sports betting and Mississippi sports betting have been live for some time.

Still, the rise in popularity of online sports betting in the USA can nevertheless be a compelling argument for Alabama to join the fold. However, it may take another nearby domino falling for The Crimson State to follow suit.

This can consist of many different scenarios. The legalization of Georgia sports betting would be the most powerful. Then again, another ultra-conservative state like South Carolina legalizing sports betting could go a long way. Do not rule out the prospect of Florida sports betting expansion having an influence, either. The Sunshine State is close enough to pique the attention of Alabama officials. And if industry speculation is any indication, Florida will discuss the expansion of sports betting as early as this year.

Whether any of this impacts the trajectory of Alabama sports betting remains to be seen. Heck, The Crimson State could turn around and legalize sports betting before South Carolina or Georgia. Again, the interest is there—both in the House and, as GeoComply data shows, among the voting population. It all comes down to the Senate. And while we know where they stand as of 2024, we can’t be too sure where they land now that we’re in 2025.

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