Do celebrity endorsements help gambling brands in the U.S.?

Celebrity endorsements are a familiar tool in marketing, and gambling brands in the U.S. are no exception to leveraging it. But do these endorsements actually improve how people view these brands — or could they do more harm than good? New YouGov data using YouGov Surveys: Serviced explores how U.S. gamblers and the general public react to celebrity-led gambling ads.

Do celebrities improve brand perception?

Among U.S. gamblers, 42% say seeing a celebrity in a gambling ad makes them view the brand positively (including 14% who say it makes them view the brand very positively). Gamblers here refer to those who place bets for money at least once a month. Among Americans on the whole this share of people who view gambling brands positively stands at 12%. While differences in how gamblers and the wider public respond to gambling ads are unsurprising, the broader public’s views still offer useful context.

A plurality of American gamblers say that watching a celeb-fronted gambling ad doesn’t change their perception of the brand (42%). Among Americans on the whole, this share rises to 70%.

But could celeb-led ads backfire? Not really, according to the data. Only about a tenth of both gamblers (10%) and the general population (12%) indicate that they view a gambling brand negatively for featuring a well-known personality in an advert.

Mixed feelings around celebrity impact

When asked how much they agree with statements about celebrity involvement in gambling ads, gamblers show mixed opinions. About 43% agree that celebrities “make betting brands stand out,” and 34% say celebrity presence makes them “more likely to notice” the ad.

But it’s not all positive. Just under half of gamblers (46%) say celebrity endorsements make gambling brands “appear less authentic,” while only 23% say they disagree with that statement. When it comes to trust, results are split: 34% of gamblers say celebs make gambling brands seem more trustworthy, while 32% disagree.

Among the general population, skepticism is (expectedly) higher. Just 13% say celebs make gambling brands more trustworthy, and 47% disagree. Four in ten also feel celebrities make gambling brands seem less serious (38%).

Will it drive consideration?

Celebrity-led campaigns may catch attention — but do they move people to act? More than four in 10 gamblers say they’re more likely to consider gambling with a brand that features celebrities (14% “very likely,” 28% “fairly likely”). However, 48% say they’re “not very likely” or “not at all likely” to be influenced by this kind of marketing.

Who’s the right kind of celebrity?

Perceptions vary by the type of celebrity. Among gamblers, professional athletes (41%) and gambling professionals (41%) are viewed as the most suitable brand ambassador. Actors (38%) and musicians or comedians (34%) follow closely behind. Reality TV stars are seen as least appropriate: just 28% of gamblers say they are a good fit, while 40% say they are not.

The general public ranks celebrity types similarly — with sports figures at the top and reality stars at the bottom — but shows less overall enthusiasm. Just 18% say professional athletes are suitable endorsers, and 41% consider reality stars unsuitable.

Key takeaway for gambling brands

Celebrity endorsements may help gambling brands stand out, especially with active gamblers, but they may not guarantee a shift in brand perception or behavior. Brands should focus on aligning with the right kind of celebrity — preferably those with a direct link to sports or gambling — to keep messaging credible and effective.