The Prevalence of Gambling Advertising during a Matchday of the German Bundesliga: A Frequency and Content Analysis of Live TV Coverage, Sport Highlight Programmes and Social Media

Abstract Gambling advertising is prevalent in sports, especially football. Sponsoring teams, leagues, and national and international competitions is an effective marketing strategy for gambling providers to reach a wide audience. This ‘gamblification’ of football poses risks to public health, particularly for vulnerable groups. To protect the population from gambling-related harm, the State Treaty on Gambling stipulates that gambling advertising must not be excessive and must not target at-risk groups. Therefore, this study conducted an initial investigation of gambling advertising during a German Bundesliga matchday. Nine matches from the 31st matchday of the 2024/2025 Bundesliga season were analysed for the frequency and content of gambling advertising. The analysis covered live television broadcasts, pre- and post-match coverage, half-time, and commercial breaks. Two sports highlight programmes were examined, and social media activity was evaluated by reviewing the accounts of ten sports betting providers and using the Meta-Ad Library. The prevalence of gambling advertising was substantial, with 18,708 references identified. Most references occurred during live broadcasts on pitchside hoardings with minimal implementation of social responsibility measures. Providers predominantly use paid-for advertising on social media to target a young male demographic. This study uses a Bundesliga matchday to illustrate the role of gambling advertising in German football events. The scope, content, and strategies of such advertising raise significant concerns, particularly regarding the potential risks posed to children and adolescents. These findings can assist policymakers in evaluating whether the current regulations designed to protect the public from gambling-related harm are sufficiently robust.