The rise of gambling advertising in sports
Guest article provided by IAGR partner, Greo Evidence Insights.
Our latest guest article from Greo Evidence Insights is inspired by an upcoming IAGR2025 session, ‘The global challenge of regulating gambling advertising in sports – insights from multi-continental studies,’ presented by Dr Raffaello Rossi, Associate Professor in Marketing from the University of Bristol. The session will examine the scale and reach of gambling marketing across major sports and jurisdictions, and discuss evidence-informed policy responses.
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Disclaimer: The views expressed in the article below are those of the authors and do not necessarily reflect the views of IAGR.
The integration of gambling advertising in sports has grown rapidly in recent years, raising significant concerns about consumer protection and regulatory oversight. From pitch-side signage and broadcast sponsorships to influencer promotions on social media, gambling advertising now reaches sports audiences on an unprecedented scale.
While this visibility benefits sports organizations financially, it also carries risks. Research has shown that a single weekend of sports broadcasts can contain thousands of gambling references, with high exposure linked to increased betting, normalisation of gambling in sports culture, and potential harms – especially to vulnerable groups like young fans. Further, individuals who are drawn to sports betting through advertising are often directed to websites operated by companies that also host online casino games. Once on these sites, they are likely to encounter online casino products, which evidence suggests generate substantially higher profits for operators and may carry greater risks of harm for players.
Traditional tools such as advertising codes, broadcast restrictions, and self-regulation by operators have struggled to keep pace with rapidly evolving marketing strategies. In addition, digital platforms make it difficult to monitor advertising volume, enforce regulations, and protect consumers across borders.
Governments benefit financially from gambling revenue and sponsorship, and they have a duty of care to safeguard public health. Implementing more adaptive, evidence-based regulation that combines clearer advertising standards, stronger enforcement, and enhanced cross-jurisdictional cooperation could help curb gambling’s growing entanglement with sport.
Recently published gambling research
Below is a selection of resources that may help inform regulatory action on gambling advertising and sports. Please note that resources are selected based on relevance to the topic without formal assessment of quality, and inclusion does not imply endorsement.
- How gambling advertising and social factors influence sports betting among young people in Australia
- Sport betting advertising and its association with problem gambling among young adults
- Loopholes and logos: How ‘decoy brands’ perpetuate gambling and advertising in Italian football
- Gambling Availability and Advertising in Canada: A Call to Action
- Features and regulatory compliance of televised and social media gambling advertisements in Ontario
- How did the ‘whistle-to-whistle’ ban in the UK affect gambling advertisements on TV?
- Are young people aware of sports betting ads? Evidence from the 2022 FIFA World Cup
- How do people feel about gambling companies sponsoring sports?
- Incidental exposure to gambling marketing in English soccer matchday programmes
Evidence-informed action
Regulators can consider the following examples when developing regulations on sports advertising in gambling.
Canada (Ontario)
In 2024, changes to gambling advertising rules in Ontario introduced strict limits on how sports betting can be promoted. The Alcohol and Gaming Commission of Ontario (AGCO) now prohibits the use of active or retired athletes, celebrities, and social media influencers in sports betting or iGaming gambling ads, unless they are solely promoting responsible gambling. These rules also ban public advertising of bonuses or inducements, such as ‘free bets’ or ‘risk-free’ offers, which can now only appear on operator websites or via direct marketing to registered users. The changes aim to protect minors and vulnerable populations from the growing normalization of sports betting.
Ireland
In 2024, Ireland’s Gambling Regulation Act repealed existing law and established a new statutory body, the Gambling Regulatory Authority of Ireland. New gambling regulations aim to significantly restrict the visibility of gambling advertising, particularly to protect children and vulnerable people. Reforms include a ban on gambling ads on television, radio, and online platforms between 5:30 am and 9:00 pm. In addition, inducements like free bets or bonus offers are prohibited. Additionally, operators must contribute to a Social Impact Fund, which will be used to fund addiction services, research, and public education campaigns
- Prohibited hours for advertising on certain media (Gambling Regulation Act 2024)
- Offering inducement to gamble (Gambling Regulation Act 2024)
Spain
In 2020, Spain introduced Royal Decree 958/200, limiting the broadcast of gambling ads to between 1:00 a.m. and 5:00 a.m. In addition, operators are banned from sponsoring sports teams or displaying logos on kits and in stadiums. Advertising cannot target minors, promote gambling as a way to solve financial problems, or appear in media content that appeals to young audiences. Bonuses and promotions cannot be advertised publicly, and all marketing must include responsible gambling messaging. These strict rules aim to reduce gambling-related harm and protect vulnerable groups, especially young people.
