Celebrity Gambling Ads Face Diminishing Returns as Super Bowl Nears, Poll Finds
Celebrity endorsements have long been a go-to tactic for gambling operators looking to acquire new customers, particularly around marquee events like the Super Bowl. But as sportsbooks prepare to spend millions on star-driven commercials ahead of this year’s game, new survey data suggests those partnerships may no longer deliver the impact they once did.
A recent study from online research and analytics group YouGov raises questions about whether celebrity-backed gambling ads still meaningfully influence U.S. consumers — even as operators continue to pour money into them.
The data shows that about 70% of U.S. adults say that seeing a celebrity in a gambling ad doesn’t change their opinion on the product. Among U.S. gamblers, the figure drops to 42%, indicating a more responsive audience, though still a minority.
About 10% of gamblers go as far as saying that celebrity collaborations actively hurt their perception of the brand. The findings come as sportsbook operators continue to flood consumers with advertising, increasing pressure on brands to stand out in an increasingly crowded market.
About 43% of gamblers in the YouGov survey believe celebrity endorsements help brands stand out. Four in ten gamblers even say that they’re more likely to consider gambling with a brand if they see a celebrity featured.
The type of celebrity also influences people. Most U.S. gamblers see professional athletes and gambling professionals as the most suitable ambassadors. Meanwhile, reality television stars are the least.
High-Profile Celebrity-Sportsbook Partnerships
YouGov’s data offers practical context at a time when operators are under pressure to lower their cost per acquisition. DraftKings alone spent $1.2 billion on marketing in 2024. That means deciding who appears in their commercials and promotional campaigns is critical.
Most of the big names in the U.S. sports betting scene have relationships with celebrities. They often bring in current and former stars to engage fans at events. While not all of these relationships are still active, here’s a quick look at some of the most notable partnerships in recent years:
- DraftKings: Kevin Hart, LeBron James, Shaquille O’Neal, Steve Aoki, Lisa Leslie, Chris Moneymaker, Jerry Rice, Bryson DeChambeau, Tony Hawk, Emmitt Smith, Ludacris
- FanDuel: Rob Gronkowski, John Cena, Jordan Spieth, Dr Disrespect, Charles Barkley, Pat McAfee
- Caesars Sportsbook: Peyton Manning, Eli Manning, JB Smoove, Halle Berry
- BetMGM: Jamie Foxx, Wayne Gretzky, Jon Hamm, Derek Jeter, Connor McDavid, Barry Sanders, Ariel Helwani, Jerry Ferrara, Darren Elias, Kyle Busch, Jalen Rose
- Hard Rock Bet: Dale Earnhardt Jr.
- Fanatics: Justin Thomas, Megan Thee Stallion
Prediction market platforms are also beginning to adopt a similar celebrity-driven approach. Kalshi announced earlier this month that golfer Bryson DeChambeau had signed on as its first-ever athlete partner.
Spending Big on the Super Bowl
The Super Bowl remains one of the most prominent stages for gambling ads featuring celebrities. The game offers operators unparalleled exposure to the general public.
With about 126 million Americans tuning in last year, the Super Bowl delivers a massive audience for advertisers. That’s why advertisers can charge up to $8 million for 30 seconds of ads during the big game.
Sportsbook operators have become increasingly dominant players in these premium ad slots.
As a result, the NFL has introduced a rule limiting the number of betting ads during the Super Bowl. There could be up to six ads from the time before kickoff to the end of the game.
Sportsbook operators try to pull out all the stops with these commercials. Last year, FanDuel featured a field goal kicking challenge with Eli and Peyton Manning. It ran similar commercials featuring Rob Gronkowski previously. In 2023, BetMGM showcased Vince Vaughn and seven-time Super Bowl winner Tom Brady.
Recent DraftKings Super Bowl commercials have featured everyone from WWE’s Undertaker to Kevin Hart, Ludacris, and Tony Hawk. In a standout 2022 ad, DraftKings promised to credit $1 million worth of free bets into five DraftKings accounts.
With sportsbook advertising continuing to dominate major events like the Super Bowl, operators face growing pressure to justify the cost of star-led campaigns— particularly as evidence mounts that celebrity appeal alone may no longer drive consumer behavior.
It remains to be seen what sportsbook operators have in store for Super Bowl LX on February 8. But YouGov’s poll results show that celebrity appeal alone is no longer enough to move the needle for most gambling consumers.
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