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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