Constant Exposure to Gambling Advertisements for NHL Fans During Stanley Cup Games Every 13 Seconds, According to Study
In the wake of the U.S. Supreme Court's decision to strike down the federal ban on sports betting in 2018, the sports betting industry has experienced a significant expansion, with operators investing billions of dollars to secure customers in a highly competitive market. This rapid growth is highlighted in a recent Bristol research, which emphasises the central role of aggressive advertising in the industry's expansion.
The study reveals that in-stadium visuals, such as rinkside boards, electronic signage, jersey patches, and other fixed branding, are the most common form of gambling exposure in National Hockey League (NHL) games. Unlike commercials, these visuals provide constant visibility throughout the game, making them a powerful tool for advertising.
Commercials, while less frequent overall, still contribute to the overall volume of gambling-related messages in NHL broadcasts. In contrast, the NBA's heavier reliance on platforms like YouTube, which enforces stricter rules on gambling advertising than traditional television, may contribute to the lower number of gambling-related references in NBA broadcasts. NBA broadcasts average 0.26 gambling-related references per minute.
However, the story is different for the NHL. NHL broadcasts average 3.5 gambling-related references per minute, with some games reaching as high as 4.7 per minute. This high frequency of gambling references is reflective of the significant increases in sponsorship deals related to betting that major professional sports leagues such as the NFL, NBA, MLB, NHL, and MLS have seen since 2018. These sponsorship deals have increased an average of about 10.5% since 2022, indicating heavy advertising for betting during their broadcasts.
Today, wagering is legal in 39 states and Washington D.C., and with the expanding market and increased advertising, it's clear that the sports betting industry is a growing force in the world of professional sports. As the industry continues to evolve, it will be interesting to see how these trends develop and how they impact the sports viewing experience for fans.
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