World Cup Gambling and Prediction Market Logos Appeared Nearly 16,000 Times

Gambling and prediction market brands appeared 15,789 times in live match footage from the 2026 FIFA World Cup, according to research led by the University of Bristol in collaboration with the University of Oxford.

The study recorded 9,360 prediction market logos and 6,429 gambling logos across all 104 matches. Together, the categories represented 16.9% of the branding identified in the researchers’ analysis of products they classified as carrying health or financial risks. 

Published in September, the report examined advertising embedded within FIFA’s international match footage, including pitchside boards. It excluded commercials inserted by individual broadcasters.

ADI PredictStreet and Betano Lead Exposure

Prediction market branding accounted for 10% of all logos recorded across the study’s five product categories and was visible during 8.8 hours of live play.

ADI PredictStreet, FIFA’s official prediction market partner, accounted for 7,384 logos, or 78.9% of the prediction market total. Its branding appeared in every match.

Kalshi contributed 1,582 logos across 41 matches, while Fanatics Markets accounted for 394 across 39 matches. The report identified their appearances as partnerships with ADI PredictStreet on advertising boards. 

Gambling branding represented 6.9% of the study’s total and was visible during 4.2 hours of play. Betano dominated that category with 5,859 logos, accounting for 91.1% of gambling branding.

Betano was a tournament supporter for Europe and South America. The researchers nevertheless found its branding in every match within the shared international footage.

AI Analysis Covered 172.6 Hours

The researchers developed a computer vision model using Bristol’s Isambard-AI supercomputer to analyse 172.6 hours of live play.

The model recorded brand identities, visibility duration and the number of copies appearing simultaneously. The findings therefore count visible representations of brands, including multiple logos within the same shot. They do not represent a count of separately purchased advertising spots. 

Across gambling, prediction markets, cryptocurrency, alcohol, and unhealthy food and drink, the analysis identified 93,409 logos. Unhealthy food and drink brands accounted for 70.4%, the largest share.

The researchers classified the product categories for the purposes of their study. The analysis measured branding exposure rather than changes in viewers’ gambling behaviour.

Shared Broadcast Feed Raises Licensing Questions

The authors highlighted a gap between the territorial scope of gambling licences and the international reach of tournament sponsorship.

They contrasted Betano’s stated presence in around 20 markets with World Cup broadcasts reaching more than 220 territories. According to the researchers, the shared footage carried branding into countries where promoted operators were unlicensed or online gambling was prohibited.

The report also cited ADI PredictStreet’s restriction of access in Germany following regulatory intervention over its lack of a German licence. German viewers continued to see its branding during World Cup broadcasts, the authors said.

The researchers called for embedded sports branding to fall within advertising rules and urged FIFA to use virtual board replacement where necessary. They noted that the technology, used at UEFA Euro 2024, could display different advertising to audiences in different countries.