World Cup Ads: Impact on Betting and Fan Engagement

This summer's World Cup saw a significant presence of advertisements promoting junk food and drinks, with over 65,000 ads displayed during live play across the tournament's 104 matches. For bettors, this constant bombardment of branding from companies like Coca-Cola, McDonald's, and Lay's could influence the overall atmosphere of the event. The visibility of these ads, which totaled 28.1 hours during matches, may enhance fan engagement and excitement, potentially affecting betting behavior as viewers associate these brands with the sporting experience.

With an average of 576 visible ads for junk food and drinks per match, the prevalence of these brands could create a familiar environment for bettors. The connection between football and these popular products might lead to increased participation in betting markets as fans engage more deeply with the event. Moreover, the study highlights that junk food advertising was far more prevalent than other forms of advertising, such as gambling, suggesting that the overall marketing strategy during the World Cup could be a critical factor in shaping betting trends and fan behavior.