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StrategySeptember 24, 2026·1 min read
World Cup Viewers Saw Gambling Ads Every 40 Seconds, Study Finds
During the FIFA World Cup broadcasts, viewers encountered 1.5 gambling or prediction logos every minute. This finding comes from a study conducted by the University of Bristol and the University of Oxford, which analyzed the frequency of these logos during the tournament.
Prediction market logos were displayed 9,360 times, while gambling company logos were shown 6,429 times. ADI Predictstreet’s logo was seen 7,384 times, and Betano accounted for 91.1% of all gambling materials seen during the broadcast.
Gambling and prediction market logos appeared 15,789 times during the broadcast, accounting for 16.9% of the total harmful commodities. The study highlights the pervasive nature of these advertisements, which were seen across 220 territories despite many gambling companies being limited in their regulated reach.
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