The sports lottery, as a distinct sport product, has gained increasing popularity throughout the world. This study empirically examines the relationship between social demographic factors and demand for sports lotteries in China. The main findings are: (1) people with higher financial and social burdens tend to buy more lottery tickets; (2) venue accessibility has a positive impact on sales; (3) provinces with higher income levels have a higher demand for sports lotteries; and (4) players from provinces with higher educational levels on average buy more sports lottery tickets.