Sports Betting Advertising in the U.S: Growth and Impact

In recent years, the landscape of sports betting in the United States has undergone a significant transformation, driven largely by the expansion of legalized sports gambling across the country. As states continue to legalize sports betting, there has been a marked rise in sports betting advertising, becoming a focal point in the marketing strategies of many betting companies. In this article, we’ll explore the growth of sports betting advertising in the U.S., its effects on consumers, and the broader implications on the industry.

The Rise of Sports Betting in the U.S.

The legalization of sports betting in the United States began in 2018 with the Supreme Court’s landmark decision to overturn the Professional and Amateur Sports Protection Act (PASPA). This ruling allowed individual states to decide whether they wanted to legalize sports betting within their borders. Since then, a wave of states have passed legislation permitting both in-person and online sports betting. As of 2025, nearly 30 states and Washington D.C. have legalized some form of sports gambling.

With this surge in legality, the sports betting industry has exploded in size, creating new opportunities for operators to engage with a previously untapped market. As competition among sportsbooks intensifies, one key element has emerged as a central tool in capturing market share: sports betting advertising.

The Explosion of Betting Ads

As more states allow sports betting, the amount of money being spent on betting ads has increased dramatically. Sportsbooks, both established and new, are now heavily investing in advertising campaigns across multiple platforms, including television, digital media, and social networks. According to recent estimates, U.S. sportsbooks are projected to spend over $1.8 billion on advertising by 2025, a significant increase from just a few years ago.

The betting advertising strategies employed by these companies include a variety of tactics to engage with potential customers. From flashy TV commercials featuring high-profile athletes and celebrities to digital ads tailored to specific demographics, the advertising landscape for sports betting has become highly sophisticated. Many of these campaigns focus on offering "sign-up bonuses" or "free bets" to entice new users into trying out the platforms.

The Role of Sponsorships and Partnerships in Betting Ads

One of the most notable trends in sports betting advertising is the rise of partnerships and sponsorships. Many sportsbooks are now aligning themselves with major sports leagues and teams to ensure that their brands are prominently featured during games, broadcasts, and events. Companies like DraftKings, FanDuel, and BetMGM have entered into sponsorship deals with professional leagues such as the NFL, NBA, MLB, and NHL, giving them exclusive rights to advertise on team uniforms, during games, and across league-related media content.

For example, FanDuel has partnered with several major sports franchises, including the NFL and NBA, while DraftKings has signed deals with the NHL and professional basketball teams. These types of betting ads are not just limited to TV commercials; they extend into digital spaces, on stadium signage, and in sports betting apps, creating an omnipresent experience for fans.

The Impact of Sports Betting Advertising

The growing prevalence of sports betting advertising has had a profound impact on both the sports industry and consumers. While many argue that it has helped fuel the expansion of legalized sports gambling, there are also concerns about its effects on public health, sports integrity, and the general perception of the gambling industry.

Effects on Sports Fans and Consumer Behavior

One of the most significant impacts of sports betting advertising is its ability to change the way fans interact with sports. With constant reminders to place bets before a game or during key moments, advertising has encouraged many fans to view games through a gambling lens. This shift has led to an increase in casual fans engaging with sports betting, as well as greater participation in daily fantasy sports (DFS).

For many consumers, betting ads have served as an enticing entry point into the world of sports gambling. The prevalence of "risk-free" bets and "betting bonuses" promises of easy winnings have lowered the barrier for entry, encouraging a broader audience to try their luck. However, this can also lead to potentially problematic behavior, particularly among vulnerable individuals who may be susceptible to gambling addiction.

Ethical Concerns and Responsible Gambling

With the rapid expansion of betting advertising, ethical concerns have arisen, particularly regarding the targeting of vulnerable populations. Critics argue that some of the aggressive marketing strategies, which often feature high-profile athletes or celebrities, may glamorize sports betting and present it as an easy and risk-free activity.

Furthermore, many gambling experts and advocacy groups have raised concerns about the potential for increased gambling addiction, especially among younger people who are constantly exposed to sports betting ads. As such, a growing number of advocacy organizations are calling for more stringent regulations surrounding betting ads to ensure that they promote responsible gambling practices.

Regulation and Future Outlook

Given the rapid expansion of the industry and its broad social implications, several states and federal agencies are beginning to explore how to regulate sports betting advertising more effectively. In some states, lawmakers have started to propose restrictions on the types of ads that sportsbooks can air, particularly those targeting minors or promoting excessive gambling. For example, in New York, new regulations mandate that ads for sports betting cannot appear during youth sports broadcasts, or at times when children are likely to be watching.

In addition to these state-level efforts, the federal government has also noticed the explosion of betting ads. The Federal Trade Commission (FTC) and the Federal Communications Commission (FCC) are likely to shape the future of betting advertising by enforcing transparency standards and ensuring that ads do not mislead consumers about the risks involved in sports betting.

Conclusion

The growth of sports betting advertising in the United States has been fueled by the rapid legalization of sports gambling nationwide. As more states open their doors to sports betting, advertising spending continues to skyrocket, transforming the way fans engage with sports and gambling alike. While this surge in betting ads has undoubtedly contributed to the expansion of the industry, it also raises important ethical questions about gambling addiction and the responsible promotion of betting services.

As the industry matures, balancing the need for growth with the responsibility to protect consumers will be crucial. The future of sports betting advertising will likely involve more robust regulation and a continued focus on ensuring that sports fans are educated about the risks and rewards of gambling responsibly.