The symbolic construction of sports betting products

López-González, Hibai; Griffiths, Mark D.; Jiménez‐Murcia, Susana

doi:10.1080/14459795.2021.1937274

Cited by 6 publications

(4 citation statements)

References 61 publications

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“…Elevated brand exposure will lead to increased brand recognition (Pitt et al, 2016), and gambling normalisation (Torrance et al, 2021). Some gambling companies advertise across teams, and in all programmes, whereas other advertisers only advertise when they are the main sponsor, often promoting loyalty inducements and boosted odds offers for home team supporters, drawing on fan loyalty to develop brand loyalty (Lopez-Gonzalez et al, 2021).…”

Section: Discussionmentioning

confidence: 99%

Gambling Advertising and Incidental Marketing Exposure in Soccer Matchday Programmes

Sharman

Ferreira

Newall

2023

CGS

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Gambling is marketed in English soccer across various formats such as TV advertising, social media, pitch side hoardings, and shirt sponsorship. There have been recent reductions in TV advertising brought about by self-regulation, but gambling shirt sponsorship remains frequent, and can lead to a high frequency of incidental marketing exposure on TV. Knowledge is lacking on how gambling advertising frequency and marketing exposure have changed over time in other media, such as in matchday programmes. This study addressed this gap via a content analysis of programmes for 44 teams across 3 periods spanning 18 months (N=132). The number of gambling adverts decreased from 2.3 to 1.3 per-programme, while incidental exposure prevalence stayed constant, at a higher rate of 42.7 incidences per-programme. Teams sponsored by gambling companies had more adverts per-programme than those sponsored by other industries (2.3 versus 1.2), and also had more incidental exposure (58.8 versus 20.2). Incidental exposure to gambling marketing was consistently more prevalent (42.7) per-programme than alcohol (3.2) or safer gambling messages (3.1). Furthermore, across all timepoints, 56.8% of dedicated children’s sections contained incidences of gambling marketing. Researchers and policymakers should consider that sports fans can get exposed to gambling marketing through a number of channels outside of TV advertising. Indirect and incidental exposure to gambling marketing remains high, which can be particularly challenging for those experiencing gambling related harm. All forms of gambling marketing must be considered when making legislative changes.

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Section: Discussionmentioning

confidence: 99%

Gambling Advertising and Incidental Marketing Exposure in Soccer Matchday Programmes

Sharman

Ferreira

Newall

2023

CGS

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“…Previous work on sport team loyalty and betting has hypothesized commercial exploitation by sportsbooks through the team-fan emotional link (Lopez-Gonzalez et al ., 2018). In particular, the researchers found the activity of gambling leverage the emotional connections to build brand loyalty and builds emotion bond between bettors and the game (Lopez-Gonzalez et al ., 2018, 2021). Agha and Taylor (2017) examined the role of team identification in sport consumers betting against their own team.…”

Section: Team Loyaltymentioning

confidence: 99%

“…enhanced odds if they bet on their favorite team). This represents a lever for transforming team attachment into sports betting behavior, and thus, the potential exploitation of team–fan emotional link (Lopez-Gonzalez et al ., 2021). The current study sought to explore if betting behavior is taking away from team loyalty behaviors.…”

Section: Team Loyaltymentioning

confidence: 99%

Fan conflict or complement? Exploring the intersection of sports betting and team loyalty

Dwyer,

Shapiro,

Drayer

2024

IJSMS

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PurposeThe purpose of this paper was (1) to examine the underexplored intersection of sports betting and favorite team loyalty, and (2) to assess differences in gambling behavior among sport bettors by varying levels of team loyalty.Design/methodology/approachA total of 1,555 National Football League (NFL) bettors and non-betting NFL fans were surveyed to assess media consumption across a mix of team loyalty attitudes and betting behaviors.FindingsStatistically significant differences were found between four types of NFL fans (casual, team loyalty-dominant, betting-dominant and hybrid) as it relates to media consumption in various forms. Most notably, the results suggested symbiosis between the activities.Research limitations/implicationsThe symbiosis finding, though preliminary, suggests the activity provides an additional platform for consumers to connect with spectator sport. Furthermore, the act of betting, like participation in fantasy sports, appears to spur consumption of the NFL product generally. The study, however, was limited to NFL fans, did not specify the method for sports betting, nor the intensity of gambling.Practical implicationsTeams should not worry that betting detracts from fan engagement with the team product. Also, leagues and media providers should continue to highlight betting content as participants consume at higher rates than non-participating sports fans.Social implicationsTeam fandom may potentially moderate problem behavior among bettors. The betting results indicate being a loyal team fan lowers one’s gambling spend per month and largest bet compared to non-loyal bettors. However, the hybrid fan showed significantly higher media consumption levels.Originality/valueSports fans have more opportunities to interact and engage with their favorite games than ever before. However, consumers have limited amounts of time and money, and this study is one of the first to examine differences in fan interests and behaviors related to sport betting and team loyalty and the resulting viewership and consumption behavior.

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“…Sports fans also tend to identify and cheer for preferred teams or athletes, and this strongly drives any betting behavior, with bets against a preferred team seen as being disloyal (Morewedge et al, 2016). However, gambling researchers have not yet quantitatively measured the role that this affiliation with specific teams or athletes could have in sports betting behavior (Lopez-Gonzalez et al, 2021). This neglect of the experiential value of the underlying games in gambling research shows the dangers of analogistic reasoning in addiction science.…”

Section: Empirical and Conceptual Dissimilarities Between Loot Boxes ...mentioning

confidence: 99%

Beyond gambling: the dangers of analogistic reasoning in addiction science, and how loot box psychology should create its own unique theory

Newall

2023

Addiction Research & Theory

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The symbolic construction of sports betting products

Cited by 6 publications

References 61 publications

Gambling Advertising and Incidental Marketing Exposure in Soccer Matchday Programmes

Gambling Advertising and Incidental Marketing Exposure in Soccer Matchday Programmes

Fan conflict or complement? Exploring the intersection of sports betting and team loyalty

Beyond gambling: the dangers of analogistic reasoning in addiction science, and how loot box psychology should create its own unique theory

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