Constant Deluge of Gambling Advertisements: NHL Spectators Exposed to Ads Every 13 Seconds During Stanley Cup

In the ever-evolving world of sports entertainment, the influence of advertising has never been more evident than in the rapid expansion of the sports betting industry. A study by researchers in Bristol has highlighted the central role aggressive advertising has played in this growth.

Since the U.S. Supreme Court struck down the federal ban on sports betting in 2018, the industry has seen a significant surge. Today, wagering is legal in 39 states and Washington D.C., creating a vast market ripe for exploitation.

The sports landscape is now awash with betting-related messages, particularly in hockey and basketball broadcasts. The National Hockey League (NHL) averages 3.5 references to betting per minute during games, with some reaching as high as 4.7 references. Commercials, while less frequent, still contribute to the overall volume of betting-related messages.

In contrast, the National Basketball Association (NBA) averages a significantly lower 0.26 references per minute. Researchers suggest this disparity might be due to the NBA's heavier reliance on platforms like YouTube, which enforce stricter rules on gambling advertising than traditional television.

Major sports organizers, including football leagues like the English Premier League and Bundesliga, and horse racing authorities, have increasingly incorporated betting advertisements in recent years. This move is primarily to capitalize on the growing legal betting market and generate additional revenue streams amid rising commercial pressures.

Operators in the sports betting industry are spending billions of dollars to secure customers in a crowded market. One strategy that has proven effective is the use of in-stadium visuals, such as rinkside boards, electronic signage, jersey patches, and other fixed branding. Unlike commercials, in-stadium visuals provide constant visibility throughout the game.

As the sports betting industry continues to grow, it remains to be seen how this influx of advertising will impact the sports landscape and its fans. However, one thing is clear: the role of advertising in the growth of the sports betting industry cannot be underestimated.

Constant Deluge of Gambling Advertisements: NHL Spectators Exposed to Ads Every 13 Seconds During Stanley Cup