YouGov survey suggests that celebrity gambling brand endorsements don’t do much for the average American

A new YouGov survey has looked into whether celebrity endorsements actually move the needle for gambling brands, with just under half of gamblers (46%) saying this approach makes gambling brands “appear less authentic.”

While perception may be altered for some, 42% of gamblers in the United States say seeing a celebrity in a gambling ad makes them view the brand positively. 14% say it makes them view the brand very positively.

A new @YouGov survey suggests that celebrity endorsements of gambling brands don't do much for the average American, and prompt a mixed response from U.S. gamblers.

"…may help gambling brands stand out … but they may not guarantee a shift in brand perception or behavior." pic.twitter.com/foW4bDvFue

— Geoff Zochodne (@GeoffZochodne) January 21, 2026

Mixed feelings are prevalent throughout the majority of the survey, but one thing for sure is that only about a tenth of both gamblers (10%) and the general population (12%) indicate they would view a gambling brand negatively for featuring a well-known personality in an advert.

Celebrity-led gambling endorsements: Do they move people to act?

As for whether a company utilizes a celebrity’s stardom to make a difference, 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, not everyone is convinced as 48% say they’re ‘not very likely’ or ‘not at all likely’ to be influenced by this kind of marketing.

It is a common approach used by brands, with several bringing in top athletes or stars into their advertisements. Drake, for example, is often seen sharing videos or images with Stake branding. Just last month, he shared on social media that there will be three livestreams back-to-back, with the Stake logo prominent in the content.

Other companies, like FanDuel, have even expanded their brand ambassadors to the influencer world. In October, the online gaming company announced the casino streaming influencer Lady Luck HQ would be joining its roster.

The actual type of celebrity can alter perceptions too, with professional athletes (41%) and gambling professionals (41%) viewed as the most suitable brand ambassador, according to gamblers.

“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,” YouGov explains.

Featured Image: AI-generated via Ideogram

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