A new industry audit has highlighted a substantial gap between spending on celebrity marketing and responsible gambling initiatives across the U.S. gambling sector. According to research conducted by communications firm 5W, gambling operators spent an estimated $520 million on celebrity and athlete partnerships during 2025, compared with approximately $60 million allocated to responsible gambling programs and communications.
That means spending on celebrity endorsements was around 8.7 times higher than investment in responsible gambling efforts.
The report arrives as responsible gambling continues to occupy a prominent place in regulatory discussions and public debate. While operators frequently promote tools designed to help players gamble safely, the audit suggests that financial commitments to those initiatives remain a relatively small part of overall marketing activity.
