The FIFA World Cup is a global juggernaut of sport that provides fabulous marketing opportunities for its sponsors.

It is also projected to be the biggest gambling event in history.

And many Australian viewers are struggling to watch the event without encountering gambling advertisements and marketing content, both on television and on social media.

So how is this happening and what can viewers do about it?

Marketing, sponsorship and the World Cup

Bet365 is a sponsor of SBS’ World Cup coverage, so it manages to keep its logo well and truly in view despite gambling advertising bans during live sport in Australia.

This sort of sponsorship has long been a way for unhealthy commodities to elude ad bans, like tobacco companies in Australia in the 1970s.

Read more: How gambling companies are copying the Big Tobacco playbook in Australian sport

Gambling is driven by relentless promotion of wagering operators. This includes ads that are allowed before and after games, including on SBS, the Australian broadcaster.

There has been recent criticism of SBS for showing gambling ads shortly before the Socceroos–Paraguay World Cup match as children in schools around the country tuned in.

An SBS spokesperson said the Bet365 ads complied with Australian laws and........

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