Gambling Ads Every 13 Seconds During NHL Finals
The University of Bristol, together with The Guardian, published a study analyzing the presence of gambling ads during broadcasts of the 2025 NHL and NBA finals.
Advertising Volume in the Broadcasts
Researchers reviewed 13 games — six in the Stanley Cup Final between the Florida Panthers and the Edmonton Oilers, and seven in the NBA Finals between the Indiana Pacers and the Oklahoma City Thunder.
| Metrics | NHL | NBA |
|---|---|---|
| Total ad appearances | 5,913 | 369 |
| Average ads per minute | 3.5 | 0.26 |
| Peak ads per minute | 4.7 | — |
| Top brands | Play Alberta — 33% ESPN Bet — 14% BetMGM — 13% |
Fanatics Sportsbook — 54% |
| Ads with warnings | 3.9% | |
Bottom line: The NHL finals featured 16 times more gambling ads than the NBA finals — 5,913 vs. 369.
Why the Surge in Gambling Ads?
After the U.S. Supreme Court struck down a federal ban on sports betting in 2018, the gambling industry has grown rapidly. Betting is now legal in 39 states and in the District of Columbia, and online betting companies have poured billions into ads and sponsorships to attract new users.
According to Congressman Paul Tonko, “the constant stream of advertising is especially dangerous for younger and more vulnerable groups, opening the door to a new generation of gamblers.”
Main Advertising Formats
- logos on player uniforms
- banner boards around arenas and courts
- mentions during live broadcasts and in-studio segments
- commercial breaks
Researchers noted that logos were the most common form of advertising — giving brands “constant visibility” throughout the game.
Reactions and Potential Restrictions
Experts are calling for federal regulation to define acceptable forms and volumes of gambling advertising during sports broadcasts. Sports professor Stephen Shapiro pointed out that just seven years ago most leagues avoided any link to gambling, while now they actively partner with betting companies and feature athletes in their ad campaigns.
Professor John Fortunato noted that limiting such ads will be difficult:
“Right now, everyone is profiting from it — and states want the tax revenue.”
Risks for Viewers
The National Council on Problem Gambling reported that nearly 20 million U.S. adults experienced problem gambling behavior in the past year. Young viewers and online bettors are especially vulnerable. Researchers emphasize: the more often people are exposed to gambling ads, the higher the risk of them getting involved — especially those from at-risk groups.