After experiencing live jai alai for the first time this year, Rob Gough is focusing on television and streaming options, team sales, and a broader sports betting presence as essential components for the growth of this Basque sport.
Gough, who aims to be the next champion for jai alai, has a dynamic strategy to reinvigorate this once-popular sport, which he believes will captivate a new audience through the World Jai Alai League.
At 42, Gough's journey began in Indianapolis, where he overcame bone cancer while studying at Ball State University. By his mid-20s, he had already become a millionaire through his ventures in auction and coupon websites, later acquiring the Dope clothing brand in 2017 and selling it three years later. His business connections in Los Angeles also opened doors to acting opportunities alongside stars like Bruce Willis and John Travolta.
His passion for collecting memorabilia, which began in childhood, has enabled him to invest significantly in sports collectibles, including a New York Rangers jersey worn by Wayne Gretzky and a $5 million Mickey Mantle rookie card, both of which he deemed undervalued.
In a recent interview with Gambling Insider, Gough explained that this same rationale led him to acquire the entire professional jai alai league based at JAM Arena next to Casino Miami. “There’s so much opportunity,” he remarked, reflecting on his previous ownership of the Fireballs in the six-team Battle Court league. “This league has heritage, speed, and the best athletes in the world. It’s designed for today’s fans, yet it has a rich history.”
Gough envisions significant enhancements across the board, from branding and marketing to streaming partnerships and player uniforms, to elevate the fan experience and overall appeal of the sport.
“I didn’t buy this to maintain the status quo,” Gough asserted. “I purchased this to transform it into the next NBA.”
The World Jai Alai League (WJAL), previously known as Battle Court and operating at Casino Miami since relocating from its original Magic City Casino venue last season, represents the last professional jai alai league operating year-round in the U.S. While jai alai used to be played in various locations across Florida, Dania Jai Alai in Dania Beach is now the only venue offering live matches, focusing on a winter schedule. Other licensed venues have transitioned to parimutuel betting parlors. The WJAL has partnered with DraftKings for sports betting, although the exact betting volume remains unspecified.
Gough's acquisition of the league on August 12 was not initially on the market, but his determination ultimately persuaded the Havernick family, its long-time owners, to sell. “It wasn’t for sale, but I felt compelled to make it happen,” he shared. “It was a lengthy process, but it turned out well.”
As pelotas are set to fly on September 15, the executive team of the WJAL will stay intact, with Gough planning to introduce new personnel and ideas by the start of the season on February 26.
Key to enhancing the WJAL will be expanding partnerships with sports betting platforms beyond DraftKings. The league also has streaming agreements with ESPN+ and FuboTV, as well as within the Hard Rock Bet app.
In a conversation with Gambling Insider, Gough elaborated on his vision for rejuvenating this traditional sport, convinced that it can thrive in Miami and beyond.
GI: What makes you believe this will succeed? Gough: I’m a very strategic thinker. If I didn’t believe I had an advantage, I wouldn’t have made such a significant investment. Purchasing a sports league is no small endeavor.