Las Vegas has welcomed a number of professional sports teams in recent years along with new venues such as Allegiant Stadium and T-Mobile Arena, and the shift has brought more sports fans to the city — causing retailers to take notice.

Gaming Society, a relatively new company focused on inclusivity in sports betting and co-founded by Kevin Garnett, added Derek Jeter, Sheryl Swoopes, and Chelsea Gray to its advisory board of directors last week. The big-name additions come on the heels of the formation of a partnership between Gaming Society and UNLV’s International Gaming Institute (IGI) that will seek to better understand the behavior of female sports bettors.

As we annually detail for Sports Business Journal readers, one of us recently attended the Sport Marketing Association conference, this time held in Charlotte in late October. We even presented some of our own research on name, image and likeness, which we’ll save for another day. Instead, we’d like to focus on our collective learning from others.

Gaming Society and International Gaming Institute (IGI) at the University of Nevada Las Vegas (UNLV) have partnered to research women’s sports and females engaging in sports betting

Betting education platform Gaming Society and the International Gaming Institute (IGI), a nonprofit academic centre at the University of Nevada, Las Vegas (UNLV) have partnered to conduct research into female sports and betting as well as collaborate on educational development.

Betting education platform Gaming Society has forged a partnership with the International Gaming Institute (IGI), a nonprofit academic center at the University of Nevada, Las Vegas (UNLV). Together, the groups aim to mold the future of sports betting through research.

Gaming Society has partnered with the International Gaming Institute (IGI), a nonprofit academic center at the University of Nevada Las Vegas, to support betting’s relationship with women’s sports and provide betting education.

Gaming Society has partnered with UNLV’s International Gaming Institute to study women sports bettors as well as female sports fans' opinions on wagering on sports. The research, believed to be the first such study on women and gambling, is aimed at helping the gaming industry to become more inclusive. As part of the initiative, Gaming Society and IGI will be conducting and analyzing data from sport betting, technology and media companies, although the companies participating have not been announced. Gaming Society and IGI are expected to publish the findings of the research later this year.