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The 2026 FIFA World Cup: A Deep Dive Into the On-Screen Advertising of Harmful Commodities

By jili tutorial · September 24, 2026

The 2026 FIFA World Cup: A Deep Dive Into the On-Screen Advertising of Harmful Commodities

Overview: More Than Just Football

The 2026 FIFA World Cup was undoubtedly one of the biggest sporting events of the year, drawing billions of viewers worldwide. Beyond the matches themselves, the tournament became a massive engine for betting and event contract trading, generating significant revenue for sportsbooks and prediction markets. A new study from the University of Bristol and the University of Oxford reveals just how aggressively these industries—along with alcohol and junk food brands—marketed themselves during the broadcasts. This article unpacks the study’s findings, explores the regulatory debate, and provides context for understanding the scale of advertising exposure during major sporting events.

How the Study Was Conducted

Definition of “Harmful Commodities”

The research team defined harmful commodities as products and activities linked to health, financial, or social risks. These included:

Methodology

Key Metrics

MetricValue
Total gambling & prediction market logos shown~16,000
Gambling logo appearances6,429
Prediction market logo appearances9,360
Average logos per minute of match time1.5

The Dominance of Two Brands

Betano: The Gambling Giant

ADI Predictstreet: The Prediction Market Leader

Harmful Commodities in Perspective

While gambling and prediction markets received intense scrutiny, they were not the most prevalent category. The study found that junk food and beverage brands accounted for 70.4% of all harmful-commodity promotions. Gambling represented only 16.9%, while alcohol and other categories made up the remainder.

Why Junk Food Dominates?

The Virtual Board Replacement Technology: A Double-Edged Sword

FIFA employs virtual board replacement to show different advertisements to viewers in different broadcast regions. This means a US viewer might see a Betano logo, while a UK viewer sees a soft drink ad instead. However, as Dr. Rafaello Rossi (co-author of the study and co-director of the Bristol Hub for Gambling Harms Research) points out, many viewers still end up exposed to gambling ads that are illegal in their own country. For example, a viewer in Australia—where many gambling ads face restrictions—might still see a Betano logo due to the international feed.

Technical Limitations

Regulatory Response and Calls for Reform

Alex Ballinger MP: “Current Safeguards Inadequate”

Ballinger, co-chair of the Gambling Reform APPG (All-Party Parliamentary Group) in the UK, used the study to argue that existing protections are failing. He has long championed a new Gambling Act to replace the outdated 2005 legislation, and says the study proves that “urgent reform is needed.”

Dr. Rafaello Rossi: Blanket Ban Advocate

Rossi is a vocal supporter of a complete ban on gambling advertising in the UK. He notes that even with FIFA’s technology, the study found that gambling logos were unavoidable—appearing every 40 seconds on average. He argues that partial restrictions are insufficient and that only a blanket ban can protect vulnerable viewers, especially minors.

Other Voices

What This Means for Viewers

The Reality of Exposure

During a typical 90‑minute match, a viewer saw over 135 gambling or prediction market logos—more than one every 40 seconds. This does not include alcohol or junk food ads, which would push the total even higher.

Who Is Most at Risk?

The Broader Context: Sports Sponsorship and Public Health

FIFA’s revenue model depends heavily on sponsorships from industries like gambling, alcohol, and junk food. The 2026 World Cup was no exception. With global revenue exceeding $7 billion, these sponsors pay premium prices for the exposure they receive. The tension between commercial interests and public health is a recurring theme in major sports events, from the Olympics to the Super Bowl.

Conclusion: A Wake-Up Call for Regulators

The study from the University of Bristol and the University of Oxford provides concrete, data-driven evidence that viewers of the 2026 FIFA World Cup were exposed to 1.5 gambling and prediction market logos per minute of match play. The findings highlight the overwhelming dominance of single sponsors (Betano and ADI Predictstreet), the insufficiency of current virtual board replacement technology, and the need for stronger regulatory measures—especially in countries like the UK where the Gambling Act is under review.

Whether through a blanket ban, tighter restrictions on in-game advertising, or mandatory viewership filters, it is clear that the current system leaves millions of viewers—including children—vulnerable to the normalization of harmful commodities. As the next World Cup approaches, the debate over how to balance sponsorship revenue with viewer protection will only intensify.