What will sports-betting advertising be like once football season starts? Our prediction is for overkill, followed by backlash. As though to prove our point, FanDuel is unleashing a national ad blitz with a minute-long TV spot called “Anthem.” It’s so over the top, so relentlessly in your face that a certain amount of revulsion is all but inevitable. Judge for yourself:
Shades of the inescapable DraftKings/FanDuel DFS commercials of a few years back. Fortunately, the market will probably be self-regulating, or at least heavily filtered. The first layer of filtration is sports leagues themselves. The NFL has already limited sports-betting puffery to six spots per game. Consumer reaction will also play a role and, if that and other forces don’t keep things to a reasonable level, state regulators can make their displeasure known. In Europe and the United Kingdom, sports leagues have seen governmental intervention when gambling advertisements were felt to have gone too far and become too ubiquitous. Nobody wants a repeat of that scenario stateside, least of all betting providers.
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