“Please Gamble Responsibly”: Sports Betting Advertisement Strategies During Men’s and Women’s Professional Basketball Broadcasts

This study content analyzed 147 sports betting advertisements during the 2025 playoffs for the National Basketball Association (NBA) and Women’s National Basketball Association (WNBA) seasons. The study assesses differences in gender representation, volume, promotional strategies, and responsible betting messaging. Contrary to expectations, gambling advertisements appeared at comparable rates in NBA and WNBA broadcasts, suggesting growing commodification of women’s sports. However, betting companies adopted distinct league-specific strategies, promotional modes, and endorsement patterns. Responsible gambling warnings were prevalent but typically brief and marginal. Findings highlight tensions between commercial expansion, gendered norms, and ethical responsibility within contemporary sports media.