Logos of iGaming operators and prediction market platforms appeared nearly 16,000 times during the broadcasts of the 2026 FIFA World Cup, according to a new study by the University of Bristol in collaboration with the University of Oxford.
Extensive Analysis of Broadcast Advertising
The research focused on advertising for gambling, prediction markets, unhealthy food, alcohol, and cryptocurrencies during the tournament's televised matches. Using an AI-powered computer vision model, the team analyzed 172.6 hours of gameplay from all 104 matches, considering only in-picture advertising such as stadium perimeter boards.
Key Findings for iGaming and Prediction Platforms
Prediction market platforms accounted for 9,360 logo appearances, making up 10% of all observed instances. The majority of these were for FIFA's official partner ADI PredictStreet, which represented 78.9% of prediction market ads, followed by Kalshi and Fanatics Markets. The logos of iGaming operators appeared 6,429 times, representing 6.9% of all observed advertising, with Betano—an official tournament partner in Europe and South America—making up 91.1% of these appearances.
Regulatory and Market Implications
The study noted that Betano operates in 20 markets, while the World Cup was broadcast in 220 territories. As a result, Betano's branding may have appeared in countries where online gambling is prohibited. Unlike at UEFA Euro 2024, FIFA did not use virtual ad replacement technology to tailor sponsorship visibility by territory. In Germany, ADI PredictStreet restricted access to its platform following regulatory intervention over licensing issues, but German viewers still saw the brand during broadcasts.
Why This Matters for the Industry
For operators and affiliates, the findings highlight the global reach and regulatory complexities of advertising during major sporting events. The lack of virtual ad replacement means brands can inadvertently reach audiences in restricted markets, raising compliance challenges and potential regulatory scrutiny. Suppliers and regulators may need to consider more robust solutions to manage cross-border advertising exposure in future tournaments.
Key takeaways
- iGaming and prediction market logos appeared nearly 16,000 times during 2026 World Cup broadcasts.
- Betano and ADI PredictStreet were the most prominent brands in their categories.
- Brand exposure occurred even in markets where gambling or prediction platforms face restrictions.
- Absence of virtual ad replacement technology increased regulatory challenges for sponsors.