Sports Fans Flooded With Gambling Ads Every 13 Seconds During Big Games, Study Warns
Hockey fans tuning into top-tier matches are being inundated with gambling logos and adverts – in some cases, popping up every 13 seconds, according to new research.
A University of Bristol study revealed that during June’s Stanley Cup Finals, viewers faced an average of 3.5 betting promotions per minute. Since the 2018 Supreme Court decision that struck down a federal ban on sports betting, the US gambling industry has exploded. Today, sports betting is legal in 39 states and Washington DC, with online companies pouring billions into ads, billboards, and sponsorships to grab attention in a cutthroat market.
Critics say this has transformed sports broadcasts into nonstop gambling opportunities.
“Dangerous for Young and Vulnerable Audiences”
Congressman Paul Tonko didn’t mince words:
“The constant barrage of marketing is especially dangerous for young and vulnerable groups, opening the door for a new generation of gamblers.”
Researchers analyzed six NHL Finals games (Florida Panthers vs Edmonton Oilers) and seven NBA Finals games (Indiana Pacers vs Oklahoma City Thunder). Across those 13 broadcasts, they documented 6,282 gambling-related messages – from jersey patches and rinkside ads to in-game mentions and commercials.
The numbers were staggering:
NHL games averaged 3.5 gambling messages per minute, with the worst game hitting 4.7 per minute – one every 13 seconds.
NBA games had far fewer, averaging just 0.26 gambling mentions per minute. Researchers linked this to the NBA’s stronger presence on platforms like YouTube, which enforce tighter ad restrictions.
Persistent Exposure Through Ads
Most ads appeared as in-stadium visuals – rinkside boards, electronic displays, and logo placements on jerseys. This “persistent exposure,” the study found, gives gambling brands a constant spotlight, even when commercials aren’t running.
“Even subtle placements build credibility,” noted Stephen Shapiro, a sports management professor at the University of South Carolina. In-game betting ads are powerful because fans can place bets in real time while watching the action unfold.
The Shift Since 2018
Before the Supreme Court ruling, “most sports organizations wanted nothing to do with gambling,” Shapiro said. But today, teams, leagues, and even athletes partner with betting firms, making gambling not only normalized but highly promoted.
In the UK, a 2023 study found Premier League broadcasts featured 3,500 gambling logo appearances during a single match – mostly on pitchside hoardings.
As Andrew Billings, director of the University of Alabama’s sports communication program, explained:
“In almost every other form of media, people skip or avoid ads. But with live sports, fans stay glued – meaning the gambling ads are impossible to miss.”
Calls for Federal Crackdown
The study’s authors are urging the US to introduce federal legislation to regulate gambling promotions, including limits on ad volume per broadcast.
Billings warned that without national oversight, the US risks fueling a growing gambling addiction crisis.
But John Fortunato, a professor at Fordham University, doubts reforms will come soon. States, he said, are addicted to the tax revenue gambling generates.
“Everyone’s making money off it,” he added.
Industry Pushback
The Responsible Online Gaming Association, the NHL, and the NBA declined to comment. But Joe Maloney of the American Gaming Association pushed back, noting that gambling ads made up only 0.4% of total US TV advertising in 2024, far less than alcohol or pharmaceuticals.
Yet concerns remain. A July 2024 survey by the National Council on Problem Gambling showed nearly 20 million US adults experienced problematic gambling behaviors last year, especially among young adults and online bettors.
Congressman Tonko has proposed the Safe Bet Act, aimed at setting baseline national standards for gambling ads to protect public health.
“Now more than ever, we need a public health–centered approach to this growing crisis,” he stressed.
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"A new study warns hockey fans see gambling ads every 13 seconds during NHL Finals, sparking calls for stricter rules to curb betting promotions."