As sports fans, we are no strangers to the barrage of commercials that inundate our viewing experience. Whether it’s the classic beer ads during football games or the more recent surge of sports betting promotions, advertising has become an integral part of the sports-watching ritual.
Historically, alcohol and sports have had a symbiotic relationship in the realm of advertising. From the iconic Miller Lite campaigns to the introduction of liquor ads during NFL broadcasts in the 2010s, the connection between alcohol and sports has been deeply ingrained in popular culture.
However, the landscape changed dramatically in the last decade with the emergence of sports betting ads. Initially absent from game broadcasts, sports betting promotions began to make their mark just five years ago. The legalization of sports betting in 38 states, along with the rise of online platforms, has propelled gambling advertisements to the forefront of the advertising industry.
Research indicates that while alcohol ads still dominate NBA, WNBA, and MLB programming, sports betting promotions have gained significant ground in the NFL, NHL, PGA, NASCAR, and MLS broadcasts. The NHL, in particular, leads the pack with the highest percentage of gambling-related ads among major sports leagues.
Despite the increasing presence of sports betting ads, their overall share of television advertising remains relatively modest. Sportsbooks accounted for a mere 0.8% of total national TV ad spend in 2024, compared to 1.4% for alcohol brands. The combined advertising expenditure on gambling and alcohol constitutes less than 5% of total sports content advertising.
Notable personalities like J.B. Smoove have become the faces of sportsbook campaigns, adding a touch of familiarity to these relatively new ventures. While the number of TV ads for traditional sportsbooks saw a decline in 2024, overall spending on sports betting advertising has remained stable, hovering around $666 million.
As the sports betting industry continues to evolve, brands are adapting their advertising strategies to navigate the competitive landscape. With regulations varying across states and ongoing legal developments, sports betting brands are expected to mature in their approach to television advertising.
Amidst the proliferation of sports betting ads, concerns have been raised about the potential impact on viewers and the need for stricter regulations. The introduction of the SAFE Bet Act, aimed at curbing excessive gambling promotions during live sporting events, underscores the growing scrutiny facing the sports betting industry.
While industry stakeholders defend the responsible advertising practices of sportsbooks, the debate around the ethics of betting commercials persists. Calls for tighter restrictions on sports betting ads echo sentiments expressed in more established markets like the UK, where stringent regulations govern the airing of gambling promotions during games.
As the U.S. grapples with the rapid expansion of sports betting, the future of advertising in the industry remains uncertain. With evolving regulations and shifting consumer attitudes, the balance between promoting responsible gambling and protecting viewers from excessive exposure to betting ads is a delicate tightrope that the industry must navigate.
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