Journal
INTERNATIONAL JOURNAL OF MENTAL HEALTH AND ADDICTION
Volume 16, Issue 2, Pages 404-419Publisher
SPRINGER
DOI: 10.1007/s11469-017-9788-1
Keywords
Gambling; Sports betting; Marketing; Advertising; Forex trading; Fantasy gaming
Categories
Funding
- Government of the Basque Country, Spain [POS_2015_1_0062]
Ask authors/readers for more resources
Environmental stimuli in the form of marketing inducements to gamble money on sports have increased in recent years. The purpose of the present paper is to tackle the extended definition of the gamblification of sport using sponsorship and partnership deals of gambling, forex trading, and fantasy gaming as a proxy for assessing its environmental impact. Using data about sponsorship deals from English Football Premier League, the paper builds on the evidence of English football's gamblification process to discuss the impact that the volume, penetration, and marketing strategies of sports betting might have on public health and well-being. Findings demonstrate that gambling marketing has become firmly embedded in the financial practices of many Premiership football clubs. It is argued that such associations are not trivial, and that the symbolic linkage of sport and newer gambling forms can become an issue of public health, especially affecting vulnerable groups such as minors and problem gamblers. The present study is the first to explore in-depth the relationship and potential consequences and psychosocial impacts of sports-related marketing, particularly in relation to football.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available