5W audit finds US sportsbooks spend 8.7 times more on celebrity marketing than responsible gambling
Regulation · SectorWire deskSource published
Summary
US gambling operators spent $520m on celebrity and athlete endorsements in 2025 and $60m on responsible gambling communications, an 8.7-to-1 ratio, according to a 5W audit. The audit reviewed spending and regulator engagement by 30 operators over 24 months. In 11 of the 38 states with legal sports betting, regulators said they hear proactively from fewer than three operators a year on responsible gambling outside mandatory filings.
Why it matters
The ratio gives legislators in California, Texas and Florida a figure to cite when weighing responsible gambling disclosure requirements for operators.
Cite as: SectorWire, “5W audit finds US sportsbooks spend 8.7 times more on celebrity marketing than responsible gambling”, 20 July 2026, https://sectorwire.news/item/5w-audit-finds-us-sportsbooks-spend-8-7-times-more-on-celebrity-market/