Gambling logos, ads seen up to every 13 seconds in U.S. sports

During the 2025 Stanley Cup Finals, hockey fans were exposed to gambling logos and ads an average of 3.5 times per minute. In one game, that rate climbed to once every 13 seconds.

The study, conducted by the University of Bristol, tracked the six NHL finals games and seven NBA finals games played earlier this year. Researchers recorded 6,282 instances of gambling-related marketing across broadcasts, with 94% of these instances occurring during NHL games.

While commercials aired during breaks, the majority of advertising came in the form of persistent in-stadium visuals: rinkside boards, jersey patches and electronic signage. Constant logo exposure makes gambling brands nearly unavoidable for viewers, particularly younger fans.

These practices embed wagering into a culture of fandom and risk turning sports primarily into everpresent transactional gambling opportunities for many fans.

Research study details and key takeaways 

The University of Bristol findings shed new light on how deeply gambling has penetrated American sports broadcasts.

NHL games contained the highest saturation, with more than three gambling inclusions per minute. NBA broadcasts contained 21 to 107 gambling instances per game, perhaps due to restrictions on platforms like YouTube. Across both leagues, in-stadium signage and jersey branding dominated exposure. Celebrities and influencers featured in commercials that often used humor to normalize gambling. Per the study, fewer than 4% of placements contained harm-reduction messaging or age warnings, highlighting the lack of regulatory guardrails in the U.S. market.

In the UK, studies into similar topics have already raised alarms: one Premier League broadcast featured over 3,500 gambling logo exposures in a single match. This in part led to a “whistle to whistle” ban of gambling ads during EPL matches. However, it doesn't cover all forms of gambling advertising or marketing, such as sponsor logos on shirts, pitchside advertising or broadcast graphics.

Counterpoint: AGA says gambling ads have decreased

According to the American Gaming Association, sports betting advertising volume has been falling for years and in 2024 there were nearly 50% fewer sports betting ads on TV than there were in 2021.

According to AGA figures, sports betting made up just 0.4% of total TV ad volume in 2024. By comparison, alcohol represented 0.5% and pharmaceuticals a staggering 13.6%.

Apples to apples comparison? 

The AGA’s data largely tracks traditional commercials. The University of Bristol study, however, also counted logo placements, jersey patches, studio integrations and branded betting segments. These exposures persist throughout the game, giving fans constant contact with gambling logos.

That difference helps explain why one study points to “once every 13 seconds” exposure while another suggests sports betting ads barely register in overall advertising volume.

Both can be true: TV commercials are down, but sponsorship-driven integrations and logo placements have increased notably. 

Impacts of sports betting and gambling ads 

The ubiquity of gambling advertising has tangible effects on behavior. Research consistently shows that ad exposure increases participation in gambling, particularly among vulnerable groups such as young adults and those who work in the industry.

A study in Ireland found that promotions and money-back offers led participants to wager more often, take riskier bets and spend more money overall. Those already at risk for gambling addiction were disproportionately impacted.

Aggressive marketing in the U.S. comes alongside a growing public health challenge. Nearly 20 million adults reported problematic gambling behavior many times in the past year, according to the National Council on Problem Gambling. Yet, harm-reduction messaging remains scarce in advertising.

Experts worry constant ad exposure may normalize gambling to the point where it feels inseparable from sports themselves. The shift in just seven years has been dramatic. Before PASPA was overturned, sports leagues wanted nothing to do with gambling, and now partnerships and deals are everywhere.

Gambling Addiction support in the U.S.

While debates over advertising volume and industry responsibility continue, the human cost of gambling addiction is already here. For some, the barrage of logos and inducements fuels unhealthy betting habits, financial distress and shame.

If you or someone you care about is struggling with gambling, sports betting or similar products with monetary risk, help is available. Birches Health provides expert, confidential virtual care tailored to individuals facing gambling addiction. Birches’ licensed clinicians specialize in helping clients regain control, repair relationships and restore stability.

Take the first step toward recovery with Birches Health today:

• Call 833-483-3838
  
  

• Book a clinical assessment with a specialist
  
  

• Email help@bircheshealth.com