This year stands to be one of the biggest for the sports betting industry, with nineteen states voting whether to legalize sports betting, either through voter referendum or state legislature statute. But with imminent growth comes new challenges—not only must new customers be introduced and educated, but the betting experience itself must also evolve to better serve a more discerning post-pandemic audience. Rising to meet this challenge is NY-based experiential agency Soho Experiential, with the launch of Betting University (BetU): a series of on-site activations and offerings designed to allow any sportsbooks to create and run their own sports betting experiences.