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Read Full BioThe University of Bristol in the UK has published a study revealing how often gambling ads were shown during the finals of this year’s NBA and NHL playoffs.
The article showed that the Stanley Cup finals between the Edmonton Oilers and Florida Panthers featured a gambling ad or logo 3.5 times every minute. At its peak, ads could be seen once every 13 seconds.
That was far more than in the NBA Finals, which only featured a gambling ad 0.26 times every minute. On average, the playoff final between the Oklahoma City Thunder and the Indiana Pacers had one ad every four minutes.
Across the 13 games of the finals, the six games of the NHL playoffs accounted for 94% of the 6,282 instances of gambling advertising.
Gambling Ads Trend Up in NHL, Down in NBA
The study noted that instances of gambling ads in the NHL have increased since 2023. A similar study showed that there were an average of 2.56 messages per minute promoting gambling in NHL games. The study also showed that NBA instances have decreased, down from 453-699 per game, compared to the current 21-107.
Play Alberta appeared on the Edmonton Oilers’ jerseys for a large majority of the ads in the NHL Finals. The expansion of Alberta’s gambling market may lead to an increase in ads as more companies become licensed in the province. Alberta iGaming is set to launch next year.
The authors of the study attributed the decrease in ads during NBA games to a “growing reliance on YouTube and other youth-facing digital platforms.”
The study concludes by noting the lack of responsible gambling messages and states: “These figures echo longstanding concerns about the ethical and regulatory failings of gambling promotion in sports.”
AGA Criticizes Authors & UK-Based Media
A Guardian story reported the figures and used the study as evidence that a crackdown on advertising is needed. In response, the American Gaming Association (AGA) emphasized that it is promoting responsible gambling.
Joe Maloney, spokesperson for the AGA, said: “If UK professors are interested in the robust AGA member company commitments to responsible advertising, they’re welcome to engage with us directly in lieu of their now annual and predictable leaks to UK-based media outlets.”
The AGA has been observing September as Responsible Gaming Engagement Month since 2022. DraftKings, a member of the group, has launched a campaign to encourage users to utilize its self-monitoring tools.
Players who engage with an increased number of RG features, allowing bettors to track their gambling habits, will receive entries in a sweepstakes to win NFL tickets and a trip to Super Bowl 60.
Premier League Dominates in Prevalence of Gambling Ads
The instances of gambling ads in NHL games were far lower than in the Premier League. A study, also conducted by the University of Bristol, showed that gambling ads could be seen once every two seconds during a Premier League match last season.
Both sides in the West Ham vs. Aston Villa match had gambling sponsors on the front of their shirts, while boards around the pitch frequently displayed logos of gambling companies.
Currently, 11 Premier League teams have gambling sponsors on their shirts, but this will cease after the current season. The league voted to implement a ban on front-of-shirt sponsors starting next season.
The impending ban has not stopped clubs from partnering with gambling companies. Both Leeds and rival Manchester United recently signed deals with betting platform Parimatch.
