Betting, Forex Trading, and Fantasy Gaming Sponsorships-a Responsible Marketing Inquiry into the 'Gamblification' of English Football - PubMed (original) (raw)

Betting, Forex Trading, and Fantasy Gaming Sponsorships-a Responsible Marketing Inquiry into the 'Gamblification' of English Football

Hibai Lopez-Gonzalez et al. Int J Ment Health Addict. 2018.

Abstract

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.

Keywords: Advertising; Fantasy gaming; Forex trading; Gambling; Marketing; Sports betting.

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Conflict of interest statement

Compliance with Ethical StandardsHibai Lopez-Gonzalez declares that he has no conflict of interest. Mark D. Griffiths declares that he has received funding for a number of research projects in the area of gambling education for young people, social responsibility in gambling, and gambling treatment from the Responsibility in Gambling Trust, a charitable body which funds its research program based on donations from the gambling industry. He also undertakes consultancy for various gaming companies in the area of social responsibility in gambling.This work was supported by the Government of the Basque Country, Spain, under grant reference (Eusko Jaurlaritza, POS_2015_1_0062).

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