In a recent article published by The Guardian, a UK media outlet with a clear editorial stance on the gambling industry, the publication argues that hockey fans in particular are “bombarded” with gambling logos and ads.
These assets could be seen as often as every 13 seconds during TV coverage of top-flight games, the publication adds, citing data by the University of Bristol. The study focused on six Stanley Cup finals games in 2025, specifically between the Florida Panthers and the Edmonton Oilers, as well as the seven NBA finals games between the Indiana Pacers and the Oklahoma City Thunder.
Analyzing Game Finals Offers Important Insight into Gambling Ads Culture
Using this preset of 13 games, researchers recorded 6,282 instances of gambling-related marketing seen by spectators. However, the selection criteria need to be clarified, as the researchers also counted instances of gambling companies’ logos displayed on players’ jersey’s for example.
Another important finding is that hockey is more heavily reliant on gambling advertising, it seems, as the researchers argued that 94% of all instances were actually shown during the Stanley Cup games.
NHL broadcast 4.7 gambling ads per minute, opposed to 0.26 gambling ads per minute for the NBA. It could be stipulated that the NBA is a better-funded sport that is drawing a bigger slice of revenue from traditional sponsors, and the need to feature gambling logos is much less pronounced among the association’s franchises.
On the flipside, hockey, which is a rather less popular sport, has been struggling with a decline in viewership and generally declining interest. Another factor could be the fact that the NBA is also affiliated with various platforms that take a dim view of gambling signage and displays, such as YouTube.
All of this, argues the study, leads to a “persistent exposure” to gambling assets and adverts throughout broadcasts, and adversely impacts gamblers. Not everyone has been happy with this assessment, however.
American Gaming Industry Not Too Happy with Report’s Findings
AGA spokesperson Joe Maloney was contacted by The Guardian, and quipped: “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.”
Researchers have also cautioned that only a fraction of the messages that they observed were, in fact, displaying relevant, safer, and responsible gambling messaging.