YouGov: Celebrity Gambling Ads Show Mixed Impact in US

A new study by YouGov highlights the mixed and sometimes conflicting impact of celebrity endorsements in gambling advertising, showing that while famous faces can boost appeal among active players, they may also raise doubts about credibility. The research, published Thursday (January 22), surveyed U.S. adults aged 21 and over to assess how celebrity-backed promotions shape attitudes toward gambling brands.

Among active gamblers, 42 percent said celebrity appearances in advertising make them view a gambling brand more favorably, with 14 percent describing the effect as “very positive.” This response drops sharply among the wider U.S. population, where only 12 percent reported a positive impression when a gambling brand is linked to a celebrity.

Authenticity Questions Temper Gains

Despite some positive sentiment, skepticism remains pronounced. Nearly half of gamblers surveyed (46 percent) felt celebrity endorsements reduce a brand’s sense of authenticity. A similar view was shared by 38 percent of the general population, who said such campaigns feel overly promotional or less genuine. Indifference was also widespread: 42 percent of gamblers and 70 percent of non-gamblers said celebrity involvement made no difference to their perception at all.

Negative reactions were comparatively limited. Around 10 percent of gamblers and 12 percent of the broader public said celebrity advertising led them to think worse of a gambling brand.

Athletes and Gambling Figures Lead Credibility

YouGov found that the type of celebrity matters greatly. Professional athletes and well-known gambling personalities such as poker star Daniel Negreanu were rated the most suitable endorsers, each supported by 41 percent of respondents. Their direct association with sports or gambling was seen as lending credibility to marketing messages.

Actors, comedians and musicians ranked lower, while reality television personalities were viewed least favorably. Only 28 percent of gamblers considered reality TV stars appropriate endorsers and 40 percent deemed them unsuitable. The general population mirrored these rankings but with even lower overall approval, with just 18 percent seeing athletes as a good fit for gambling promotion.

Limited Effect on Actual Gambling Behavior

The study also explored whether celebrity campaigns influence behavior. Four in ten gamblers said endorsements by well-known figures might cause them to think longer before engaging with a gambling product. Still, nearly half of the general population said celebrity-linked gambling ads would not attract them at all.

Among gamblers, 14 percent said they were very likely to try a gambling brand endorsed by a celebrity and 28 percent said they were somewhat likely. By contrast, 48 percent said they were unlikely or very unlikely to be swayed.

Celebrity Marketing Remains Widespread

Despite these mixed results, gambling operators continue to invest heavily in celebrity partnerships. Sports figures such as Pat McAfee, Charles Barkley, Rob Gronkowski and LeBron James have promoted FanDuel and DraftKings. Caesars and BetMGM have worked with names including Jamie Foxx, Vince Vaughn and JB Smoove, while sweepstakes-style platforms have enlisted celebrities such as Paris Hilton, Snoop Dogg, Ryan Seacrest, and Michael Phelps.

Summing up its findings, YouGov noted that celebrity endorsements can help gambling brands stand out particularly among active players but do not reliably shift perceptions or drive behavior. The firm emphasized that credibility hinges on choosing endorsers with a clear connection to sports or gambling, rather than fame alone.