This is 'offside': Gambling advertising during Czech football broadcasts

Gambling advertising during sports broadcasts has received increasing academic attention, although research has primarily focused on the United Kingdom context. This study addresses this geographical limitation by conducting a comprehensive content analysis of gambling advertising during football broadcasts in the Czech Republic. The specific objectives were to examine the frequency, nature, and characteristics of gambling advertisements in coverage of Czech football matches.

A content analysis was conducted across four rounds of the Czech First Football League, encompassing 32 matches during August-September 2025. Two coders analysed 16 matches each following the establishment of high inter-rater reliability. All advertisements appearing during broadcasts were systematically recorded, documenting frequency, duration, timing, product types, and promotional characteristics.

A total of 1,824 gambling advertisements were documented across 32 matches, averaging 57 advertisements per match (SD = 7.04). The total advertising duration was 22,011 s (6.1 h), with an average of 11.5 min per match. Sports betting dominated (85.0%), followed by online casino promotions (10.7%) and lottery advertisements (4.3%). During live match coverage, 700 advertisements from a single title sponsor were recorded.

The findings reveal extensive exposure to gambling advertising during Czech football broadcasts, substantially exceeding the levels documented in prior studies. The predominance of sports betting content and sophisticated promotional techniques, including celebrity endorsements and contextual adaptation to the approaching parliamentary elections, demonstrates comprehensive marketing strategies targeting broader audiences. These results highlight the need for regulatory consideration of gambling advertising exposure in sports broadcasting within the Czech Republic.