These are people who are interested in sports psychology. Namely, these would be businesses such as sports bars and casinos. They need people to come in and watch live sporting events, and the more entertaining they can make it for their patrons, the better.Checkout live sports for free for more info.
Live sports have been found to be more interesting when there are games that have specific time limits. In other words, sports such as football, basketball, and hockey are going to be more interesting than baseball or some other untimed sport. The time limits in sports help to keep a sense of urgency that is simply not present in an untimed sporting event. That means that the viewer gets more of a rush out of watching the timed event. Odd as it may sound, a viewer of a timed event actually experiences things such as increased heart rate, higher blood pressure, and even sweating in some cases. Though they are not directly involved in the action taking place on screen, they feel as though they are right there in the game.
The physical effects that one feels when they are watching sports can actually encourage them to engage in behaviors that they would likely not engage in if they were in a normal non excited state. These behaviors include eating more than they otherwise would and even gambling more money than they would otherwise when they are in the casino. That is obviously something that these places want to take advantage of to make some more money for themselves.
Another thing that the casinos can take advantage of with live sports is the ability to offer live betting right along with it. Not all casinos have this, but some do in fact allow gamblers to place their bets on events that are just about to unfold during the game. Those bets have to be placed quickly and without as much thought process as one might put into bets that they place on the outcome of the whole game before it even starts. The lack of time to think things through can make gamblers a little more reckless than they otherwise would be. That adds up to more money in the profits of the casino.
There is more research into live sports than there ever has been before. More people are starting to look into this because they want to know what impacts it has on human psychology. We have already turned over some of the effects that it has, and there are likely many more that we do not yet know about. If it turns out that this is in fact the case, then there could be even more opportunities to look at for future research.