NFL Caps Sports Betting Ads During Super Bowl
The NFL has limited the number of sports betting commercials that can air during the Super Bowl. Now, it's allowing no more than six betting-related advertisements from the pregame period through the end of the broadcast.
While sportsbooks have become a visible part of the league's commercial ecosystem, betting ads continued to account for a small share of overall Super Bowl advertising, at or below 10%. The league did not disclose which specific ads would air, and historically, the maximum allotment has never been reached due to the high cost of Super Bowl advertising inventory. It's a big price tag, even for the best sports betting sites.
Several sports betting companies' ads were featured during the recent Super Bowl games. Most of the ads were the result of celebrity marketing campaigns. This was in addition to dozens of non-gambling ads, while sportsbook-related ads accounted for just 5% of the total.
The economic reality of Super Bowl advertising further limits sportsbook participants. The advertising opportunity for a 30-second Super Bowl commercial costs approximately $8 million before production costs are incurred.
As a result, the last two Super Bowls featured ads from only two betting brands despite the league permitting more. The NFL maintained that it did not comment on individual advertisers and evaluated gambling-related marketing through internal review processes.
The league continued to distinguish between traditional sports betting partners and other forms of wagering. While sportsbooks maintained a presence, online casino-only operators have not advertised during the Super Bowl, even though many sportsbook brands also operate online casino platforms in regulated states.
League distances itself from prediction markets
Against this background, the NFL is taking a cautious stance on sports prediction markets, suggesting a reluctance to affiliate the NFL brand with a sector in a state of legal ambiguity. NFL Commissioner Roger Goodell announced that the league would "monitor the developments" before considering any potential involvement in sports prediction markets.
That approach contrasts with the NHL, where Commissioner Gary Bettman supported partnerships with prediction market apps. The league entered into agreements with Kalshi and Polymarket in October, aiming to exert oversight over the types of contracts offered on league games.
Bettman framed those partnerships as a way to ensure contracts relied on official data and could be withdrawn if deemed inappropriate.
Other major leagues expressed reservations. The NBA and MLB raised concerns earlier in the year in correspondence with the Commodity Futures Trading Commission, citing integrity and consumer protection risks associated with sports-related event contracts.
The NFL also tightened internal controls. In August, the league confirmed that players were barred from trading on football-related prediction markets that resembled sports betting products, citing gaps in responsible gambling safeguards and monitoring tools.
