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Rules and licensingWorld cup study reveals heavy exposure to betting logos
Research shows fans saw multiple gambling logos every single minute during matches.
Written by the BettingEdgeHub desk, 23 September 2026
The recent football tournament proved to be a massive period for sportsbooks and prediction markets. Brands invested heavily in visibility during the matches, ensuring high exposure for anyone watching live. A joint academic study from the University of Bristol and the University of Oxford tracked the exact volume of these promotions during the games.
Millions of views
Researchers counted every time a betting or prediction market logo appeared on screen during all one hundred and four matches. Viewers faced an average of one point five gambling related logos every single minute of action. Overall, these specific logos appeared nearly sixteen thousand times throughout the entire tournament.
Major brands
Traditional bookmaker Betano drove the vast majority of standard gambling logo appearances on screen. Prediction market platforms also generated high numbers due to a formal partnership with the governing body. These combined efforts pushed betting visibility far higher than casual fans might realize.
Calls for tighter rules
Politicians and researchers are now pushing for stricter advertising rules following the release of these figures. Critics argue the data proves current safeguards fail to protect vulnerable audiences. Some researchers even noted that viewers occasionally saw adverts for operators operating illegally in their specific regions.
Punters should expect continued heavy marketing from bookmakers during major international football tournaments.