A survey commissioned by Turtlebet and conducted by Bilendi in April 2026 found notable differences in age group attitudes.
When respondents were asked, “How should the funding for Finnish sports be secured if gambling tax revenues decrease as a result of the reform?”, almost 72% of respondents aged 50–65 supported earmarking part of gambling and tax revenues for sports. Respondents aged 50–65 were the age group most likely to choose an earmarking option.¹
When the survey asked, “If gambling companies sponsor sports, should there be a limit where their logos and graphics can be seen?”, respondents aged 50–65 were the least supportive of restricting the visibility of gambling companies’ logos and graphics.
When asked, “What’s the best way to fund Finnish sports clubs and organizations?”, 18.0% of 50–65-year-olds considered gambling tax revenues the best funding method for sports. This share is larger than among younger age groups (10.4% for 18–34-year-olds and 9.3% for 35–49-year-olds).
Based on a survey of a sample of 1,000 Finns aged 18-65, the study mapped citizens’ attitudes regarding Finland’s upcoming gambling system reform, sports funding, and the fight against illegal gambling.
Earlier trends reflect a change in attitudes
Although the studies are not directly comparable, the broader changes in gambling attitudes previously observed by the Finnish Institute for Health and Welfare (THL) may provide context for the preferences highlighted in the Turtlebet survey.
In their “Finnish Gambling 2023” population study, THL noted that attitudes towards gambling among older demographics (45–59 and 60–74-year-olds) have grown more positive since 2011. While the two studies approach the topic from different angles, these evolving attitudes help explain why 50–65-year-olds are currently the most receptive to gambling-backed sports funding.
The next THL population study on gambling will provide up-to-date data to support the evaluation of Finland’s 2027 gambling system reform. The data will be collected in the autumn of 2026, and potentially again in 2028, to develop the monitoring and prevention of gambling harms.
¹ 71.9% is a combined figure: 31.0% of 50–65-year-olds chose “return to the previous model” and 40.9% chose “a new earmarking model.”
More about the survey:
Over half of Finns prefer gambling companies sponsoring sports
Third of Finns support payment blocks against illegal gambling, survey reveals
Journalists and media representatives can request the complete research report and dataset by contacting: in**@*********ta.fi
