Sports betting marketing during sporting events: a stadium and broadcast census of Australian Football League matches

Abstract

Objective: Using Australian Football League (AFL) matches as a case study, we investigated the frequency, length and content of marketing strategies for sports betting during two specific settings: 1) at stadiums during four live matches; and 2) during eight televised broadcasts of matches. young male sports fans, and children); and 2) which public health and policy strategies, including regulation and harm minimisation messaging, will be effective in responding to wagering industry marketing strategies during sporting matches.

Affective response to gambling promotions during televised sport: A qualitative analysis

“…Milner, Hing, Vitartas, and Lamont (2013) found that gambling promotions constituted 2.5% of total broadcast time during sampled NRL match broadcasts and were often embedded within actual telecasts, as well as during commercial breaks. Similar results were found by Thomas, Lewis, Duong, and McLeod (2012) in relation to live and broadcast AFL matches. Consequently, sports viewers are forcibly exposed to gambling promotions.…”

Gambling sponsorship of sport: an exploratory study of links with gambling attitudes and intentions

“…One interpretation of this finding is that exposure to gambling promotions during televised sport stimulates apositive view of gambling sponsorship and the gambling sponsors, which in turn engenders amore positive attitude towardsg ambling, which leads to stronger intentions to gamble.I ft his interpretation is correct, more exposure to gambling promotions during televised sport appears to encourage individuals to consider gambling, more so than does less exposure to these gambling promotions. As such, this interpretation lendsweight to concerns that the sponsorship of sport by gambling operators and the accompanying gambling promotions during sport broadcastsare having an encouraging and softening effect on sports viewers in relation to gambling (Lamont et al, 2011;McMullen, 2011;Thomas et al, 2012), an effect which seems likely to increasetheir overall gambling behaviour in the future, given previously identified links between gambling intention and future gambling behaviour (Moore &O htsuka,1 999;Oh &H su, 2001). …”

“…Many researchers and commentatorshave called for tighter restrictions or acomplete ban on gambling promotions during televised sport, because of concerns that these promotions might be normalizing gambling, encouraging gambling and fuelling gambling problems (Derevensky et al, 2010;Lamont et al, 2011;McMullan, 2011;Thomas et al, 2012). This exploratorys tudy has presented some empirical evidence that these concerns may be justified.…”

Do advertising and promotions for online gambling increase gambling consumption? An exploratory study

“…However, to date there is ap aucity of research describing the differential effects of gambling advertising on overall market demand, consumption and share. Most extant studies have focused on the econometrics of lottery advertising (Mizerski,Miller, Mizerski, &Lam, 2004;Mizerski &Mizerski, 2001), content analyses of advertisements in traditional media (Korn, 2005a;McMullan &M iller, 2008McMullan &M iller, , 2009McMullan &M iller, , 2010Milner,Hing, Vitartas, &Lamont, 2013;Thomas, Lewis, Duong, &McLeod, 2012) and attitude to gambling and recall of gambling advertising (Amey, 2001;Carlson & Moore, 1998;Clotfelter &C ook,1 989;Lee, Lee Lemanski,&Jun, 2008). Studies have includedf ocus groups with young people ( Korn, 2005a), self-reported impacts of advertising among problem gamblers (Binde, 2009;Boughton &Brewster, 2002;Grant & Kim, 2001)and measured self-reportedattitudeswithin the general population (Thomas, Lewis, McLeod, &Haycock, 2012).…”