Key Moments:
- A University of Bristol study found NHL Stanley Cup Finals broadcasts averaged 3.5 gambling-related messages per minute, compared to just 0.26 in NBA Finals games.
- The UK expanded its CAP Code gambling regulations on 1 September 2025, impacting all licensed operators targeting UK consumers regardless of location.
- Operators now face significant compliance costs, with some budgeting between £10,000–£20,000 per campaign for asset retrofits and larger brands allocating six-figure sums annually for compliance staffing and technology.
Research Highlights Stark Differences in Sports Gambling Promotions
A recent study led by the University of Bristol in partnership with The Guardian has reignited the discussion about gambling advertisements within sporting events. The research revealed that NHL Stanley Cup Finals broadcasts featured an average of 3.5 gambling messages per minute, reaching peaks of 4.7, which equates to roughly one message every 13 seconds. In contrast, NBA Finals broadcasts contained just 0.26 messages per minute. Analysis covered six NHL Stanley Cup Final games and seven NBA Finals games, revealing vast differences in advertising strategies between the two leagues.
| League | Average Gambling Ads per Minute | Peak Ads per Minute |
|---|---|---|
| NHL Stanley Cup Finals | 3.5 | 4.7 |
| NBA Finals | 0.26 | – |
Expanded UK Advertising Regulations Create New Division
The UK’s Advertising Standards Authority (ASA) implemented an expanded CAP Code effective 1 September 2025. This extension requires all licensed gambling operators targeting UK audiences to follow British advertising standards, regardless of where they are based. Breaches can result in ASA rulings, public censure, or referral to the Gambling Commission for license review. For instance, in July 2025, Hollywoodbets faced an ASA ruling after a gambling ad appeared to a 16-year-old on an esports website, in violation of youth protection rules.
With these changes, operators have increased obligations for all content across social media, apps, and other owned channels, including the addition of age warnings and responsible gambling messaging. The CAP Code now covers non-paid online marketing, ensuring the digital environment adheres to the same advertising standards as other channels. Marketing and legal teams have seen a notable surge in compliance-related workload since the regulations took effect.
NHL Broadens Gambling Sponsorship Amid Fan Division
The 2025–26 NHL season launched with more gambling partnerships than previous years. The Edmonton Oilers introduced Play Alberta branding on their home uniforms and in-arena GameSense messaging, while the Calgary Flames also joined Play Alberta and incorporated GameSense initiatives at their venue. A September 2024 survey of 3,000 NHL fans revealed a split, with 50 percent of Anaheim Ducks supporters approving of gambling sponsorships and 44.8 percent of Vancouver Canucks fans opposed.
Meanwhile, the NBA’s more cautious approach has focused on distributing content through digital channels such as YouTube and social media, which are subject to stricter ad controls. This strategy is reflected in the numbers: the NHL was responsible for 94 percent of the recorded gambling-related instances in the analyzed sample, compared to just six percent for the NBA. Researchers attribute this disparity to fundamental structural differences between the leagues’ media and advertising strategies.
Rising Compliance Costs and Changing Industry Dynamics
The increased scrutiny triggered by the University of Bristol study has led to major operational changes for gambling operators and advertising agencies. Compliance costs are climbing, with UK operators spending between £10,000–£20,000 per campaign to retrofit advertising assets. Larger companies are dedicating six-figure annual budgets to compliance staff and new technologies. Non-paid content and influencer or creator-driven promotions now fall under the expanded CAP Code, raising the stakes for every marketing decision.
Leagues like the NHL face unique challenges due to heavy reliance on gambling sponsorship revenue. For ad tech suppliers and compliance consultants, demand has surged for automated tools to screen digital content for regulatory compliance.
International Perspectives and Regulatory Pressures
The impact of the University of Bristol findings has been felt beyond the UK. Regulatory bodies in Australia and the EU are reassessing the risks of high-frequency gambling advertising and inadequate responsible messaging. The European Parliament’s Petitions Committee engaged with the issue during 2025 and is expected to revisit the matter in plenary sessions later in the year.
According to the study, only 3.9 percent of gambling ads incorporated harm reduction information, and just 3.7 percent included age warnings. While the American Gaming Association points out that betting advertisements constitute less than one percent of total US TV ads and highlights its own voluntary Code, critics argue aggregate statistics understate the real experience of fans, many of whom perceive a constant barrage of gambling content.
Future Outlook: Regulation, Strategy, and Fan Sentiment
The University of Bristol and Guardian research marked a watershed moment for sports-related gambling promotions. The ongoing regulatory evolution, especially in the UK, underscores the mounting importance of compliance and the need for the industry to adapt quickly. As new NHL sponsorships debut and both Europe and Australia consider further measures, gambling operators and leagues must decide whether to bolster their own safeguards or risk even stricter limitations in the future.
Public opinion remains divided, with survey data showing significant regional and team-based differences in support for gambling sponsorships. The debate is now as much about culture and fan trust as regulatory compliance, highlighting the fine balance leagues and brands must strike to preserve sponsorship value amid rising scrutiny.
- Author
Daniel Williams
