US Audience Subjected to Intense Gambling Advertisements, According to The Guardian Report
The Guardian has published a report that sheds light on the high prevalence of gambling advertisements in top-flight hockey and basketball games. The study, conducted by researchers from the University of Bristol, focused on six Stanley Cup finals games in 2025 and seven NBA finals games.
Researchers recorded a total of 6,282 instances of gambling-related marketing across the 13 games, with a striking difference between the two sports. The National Hockey League (NHL) broadcast 4.7 gambling ads per minute, compared to 0.26 gambling ads per minute for the National Basketball Association (NBA).
Prof. Dr. Michael Schneider, the head of the research group, argues that hockey fans are "bombarded" with gambling logos and ads during TV coverage of top-flight games. This persistent exposure, he suggests, adversely impacts gamblers.
The study's findings also indicate that the NBA may have a more favorable stance towards traditional sponsors compared to the NHL. With the NBA being better-funded, it may draw a bigger slice of revenue from traditional sponsors and have less need for gambling logos.
Joe Maloney, an AGA spokesperson, was contacted by The Guardian for comment. Maloney suggested that researchers engage with the AGA directly for information about their responsible advertising commitments. However, not everyone has been happy with this assessment, indicating varying opinions on the study's findings.
The American Gaming Industry (AGA) has expressed dissatisfaction with the report's findings, particularly the focus on the NHL's gambling advertising practices. The NBA, on the other hand, is affiliated with platforms that take a dim view of gambling signage and displays, including YouTube.
Hockey, a less popular sport, has been struggling with a decline in viewership and generally declining interest. The high prevalence of gambling advertisements in hockey could be a contributing factor, as fans may be turned off by the constant exposure.
The article, published by The Guardian, discusses the prevalence of gambling logos and ads in hockey and calls for stricter regulations to protect vulnerable audiences. As the debate continues, it is clear that the issue of gambling advertising in sports is a complex one, with implications for both the sports industry and the gambling industry.
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