Nigerian youths see sports events and sports betting as a means of making money, this is because when they predict the outcomes of sports events correctly in betting shops, they win some money. Thus, it is important to examine media representation of sports betting culture and its influence on youths in Southeast Nigeria. The study covered the five states in Southeast-Abia, Anambra, Ebonyi, Enugu, and Imo and three national dailies (Daily Sun, The Guardian, and Vanguard) for a period of one year, that is, from January to December 2018. The study was guided by the Cultivation theory, Social Learning, and Theory of Planned Behaviour. The study used a mixed design. The questionnaire and code sheet were used to generate data. Data generated from the study showed that there were eighty-three stories about sports betting in the newspapers analyzed. The result also revealed that the reasons why youths engage in sports betting are numerous and the most significant of them is the enticing media advertisements. It was also discovered that most southeastern youths within the age bracket of 17-35 engage in sports betting very often. The study also discovered that media representation of sports betting influenced Southeast youths to develop betting habits. The study recommended that government should regulate the establishment of betting centres and the medium and rate at which bookmakers make their unsolicited adverts.