FIFA World Cup 2026 broadcasts displayed an average of 1.5 gambling or prediction market logos per minute of live match coverage, according to a study by the University of Bristol and the University of Oxford.
Researchers used an artificial intelligence model to analyse broadcasts of all 104 tournament matches and measure the exposure to branding from gambling, alcohol and unhealthy food companies during live play.
The study focused on promotional material visible during matches rather than advertising shown during commercial breaks or studio coverage.
Gambling and Prediction Logos Reach 15,789
Researchers recorded 15,789 gambling and prediction market logo appearances during the tournament, representing 16.9% of all harmful-commodity promotions identified.
Prediction markets accounted for 9,360 appearances, while traditional gambling brands appeared 6,429 times.
ADI Predictstreet accounted for 7,384 prediction market logo appearances. Its branding appeared on stadium advertising boards following a partnership between ADI Predictstreet and FIFA announced shortly before the tournament.
Additional partnerships involving ADI and Kalshi, as well as ADI and Fanatics, also contributed to prediction market visibility during the tournament.
Betano Dominates Gambling Branding
Betano accounted for 91.1% of all gambling logo appearances identified in the study.
Other gambling brands recorded by researchers included Caliente, Matchbook, Winner.mx and Confia.
Across 172.6 hours of live match coverage, gambling or prediction market advertising appeared for approximately 13 hours, representing around 7.5% of total live gameplay time.
Unhealthy food and beverage brands remained the largest category overall, accounting for 70.4% of the harmful-commodity logos recorded.
Study Raises Questions Over Local Advertising Rules
The researchers also examined whether tournament broadcasts complied with local restrictions on gambling advertising.
FIFA has technology that can replace virtual advertising boards for different broadcast markets. However, the study claims that some broadcasts contained gambling branding in countries where the relevant products were not legally available or advertised.
Dr Raffaello Rossi, co-director of the Bristol Hub for Gambling Harms Research, said the findings demonstrate the scale of gambling and prediction market exposure during a major global sporting event.
The findings have also prompted discussion about advertising standards in different jurisdictions, particularly as prediction markets expand alongside traditional sports betting.
US Debate Extends to Prediction Markets
The issue has also attracted attention in the United States, where sports betting and prediction markets operate under different regulatory frameworks.
US Congressman Paul Tonko has called for federal consumer-protection standards covering areas including advertising, affordability and artificial intelligence through his proposed SAFE Bet Act.
The World Cup study adds to the wider debate over how sports-related gambling and prediction market advertising should be presented to audiences, particularly where products face different legal restrictions across broadcast markets.
