Study Shows Gambling Industry Spent Almost 9x More on Celebrity Endorsements Than Responsible Gambling

A study released by 5W Research Division says the U.S. gambling industry spent nearly nine times more on celebrity endorsements than on responsible gambling communications in 2025. The 5W Responsible Gambling Communications Audit 2026, published July 3, reviewed 30 operators across sports betting, online casino, and land-based casinos over a 24-month period. The analysis drew on more than 47,000 earned media articles, 180 ESG disclosures and 10-K filings, 240 state regulator filings, and 2,400 AI search queries using ChatGPT, Claude, and others. The report estimates overall marketing and advertising at about $3.9 billion in 2025, with around $520 million for celebrity and athlete endorsements versus about $60 million for responsible gambling communications, an 8.7-to-1 ratio. In a 100-point index, MGM Resorts International led with 81, followed by BetMGM Sportsbook at 78 and BetMGM Casino at 74.