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Sportsbooks redirect ad spending as NFL impressions decline

Business

Sportsbooks continued to allocate most of their advertising budgets to NFL broadcasts while shifting some spending towards NBA and MLB, according to data cited in the report. NFL ad spending fell about 8%, from $129.5 million in 2023–24 to $119.4 million in 2024–25, while impressions declined nearly 15%. NBA sportsbook placements rose 23% in 2024–25, and MLB spending increased 72%, though MLB impressions grew 12%.

Shifts in sportsbook spending and impressions across NFL, NBA and MLB broadcasts inform advertisers’ league allocation decisions.

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Regulation

US sports leagues seek lifetime betting bans for harassment

The NFL, MLB, MLS, NBA and NHL and their players’ associations have asked state regulators to impose permanent betting bans for threats or harassment. The proposal covers conduct targeting athletes, coaches, officials and their families.

The NFL, MLB, MLS, NBA and NHL, together with their respective players' associations, have asked gambling regulators in 35 states and Washington, D.C., to impose permanent betting bans on people found to have threatened or harassed athletes, coaches, officials, team personnel and their families. The request was made in a letter sent on 15 September, according to the groups, which described an escalating threat of betting-related harassment and violent threats.

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