Betano behind 91.1% of World Cup gambling logos, study says

Betano alone accounted for 91.1% of all gambling logo appearances across 104 matches, researchers say.

The hit

World Cup 2026 broadcasts exposed viewers to gambling & prediction market logos 1.5 times a minute, according to a joint study by the University of Bristol & the University of Oxford. Researchers logged almost 16,000 logo appearances across the tournament’s 104 games, counting only in-play footage, not ad breaks or studio branding.

Why it matters

The numbers matter because they show how deeply betting & prediction market branding has embedded itself in live sport, not just in adverts around it. Gambling made up under a fifth of all harmful-commodity promotions.

The record

Gambling logo appearances	6,429 across 104 games (Bristol/Oxford study)
Prediction market logo appearances	9,360 across 104 games (Bristol/Oxford study)
ADI Predictstreet share of prediction logos	7,384 of 9,360 appearances (study)
Betano share of gambling logos	91.1% of all gambling logo appearances (study)
Gambling’s share of harmful-commodity ads	16.9%, versus 70.4% for junk food & drink (study)

What happens next

Alex Ballinger MP says the findings support a new Gambling Act. Watch whether the Gambling Reform APPG uses the study to push fresh restrictions on sports sponsorship.

Sources: World Cup’s Viewers Saw 1.5 Gaming Logos Per Minute, Study Says

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