The company’s name says it all.
As legalized sports wagering grows throughout the United States, those that are accepting wagers as well as those teams who are being bet on demand certain amount of protection.
Nobody wants to bet on a fixed sporting event. And no sportsbook wants to be fleeced by unscrupulous bettors trying to cash in on a fix.
Enter U.S. Integrity.
The Las Vegas-based company provides data to sniff out any improprieties and tracks virtually everything connected to a game. It can be fouls in a basketball game. It can be balls and strikes in a baseball game. It can be pass attempts and completions in a football game. Anything that can potentially impact the outcome is closely monitored on U.S. Integrity’s computer dashboard.
“We’ve been growing with the industry,” said Matthew Holt, U.S. Integrity’s president. “We’ve added several colleges and we’re finalizing a deal with Major League Baseball.”
U.S. Integrity also did a deal last month to help its financial and marketing end as it is now part of SeventySix Capital and the backing of SeventySix will provide U.S. Integrity with a runway to identify opportunities to automate, scale, and become more efficient while they expand their suite of products and services. Specifically, U.S. Integrity has identified an opportunity to develop and promote educational services to sports administration students, athletic department officials, coaches, trainers, and student-athletes.
“It’s a huge deal for us,” Holt said of the merger. “We were probably suffering in marketing and brand awareness. But with Ryan Howard, Wayne Kimmel and the rest of the SeventySix Capital team, they’re experts in that and it will bring greater awareness to what we’re doing at U.S. Integrity.”
U.S. Integrity already has the NBA and 12 college conferences. It is adding individual teams to its clientele with North Carolina, Penn State and the University of Pittsburgh recently coming on board. Holt’s goal is to have every Division I basketball team using U.S. Integrity’s services.
“There’s 352 (Division I ) basketball teams and we’re hoping for 352 clients,” Holt said. “I feel they almost can’t afford not to be using our services. We want to protect the integrity of the sports, the athletes and the officials.”
The recent news that there was an attempt last year to fix a college basketball game came as no surprise to Holt.
“People fail to realize that while there has been tremendous growth in legalized sports betting in the past year, there’s billions being bet illegally and someone’s going to try something,” Holt said. “With all the transparency that’s come with legalized sports betting, there’s actually more vulnerability for student-athletes today. Which is why we’re building customized dashboards for the individual schools and conferences to alter them to any abnormalities when it comes to betting or anything connected to a particular game they’re participating in.”
Holt knows gamblers are looking for any edge. Injuries. Which officials are working the game. Player suspensions. It’s why the importance of U.S. Integrity’s relationships with the books and the state regulatory entities can’t be understated.
“We’re working with MGM, with Circa Sports, with U.S. Bookmaking and we’re picking up clients in other states,” Holt said. “I think it’s important that we can share information on both sides of the counter and protect the books as well as the conferences and leagues.
“We also have a buy-in with the regulators. We’re working with the FBI. We’re involved with the gaming control boards in Nevada and other states. What it does is it creates a barrier of entry for anyone who wants to get involved.”
And while U.S. Integrity’s services can bring peace of mind to an individual school, conference or league, it’s still up to those entities to police themselves and use the data U.S. Integrity provides properly.
“You can only do so much,” he said. “But if everyone’s working together, the risk of something illegal happening is reduced tremendously.”
For Holt and his company, the venture is working out better than he could’ve ever imagined.
“We’re thrilled to be at the forefront and involved with so many leagues, conferences and teams,” he said. “It’s a layer of protection for everyone — the schools and athletes, the pro leagues and their players and officials, the sportsbooks and the bettors. It’s an absolute win-win for everyone.”