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

Journal Article


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.

    Methods:

    Census of sports betting

    marketing during Round 12 of the 2011 AFL

    premiership season.

    Results:

    Per match, there was an average

    of 58.5 episodes (median 49.5, s.d 27.8)

    and 341.1 minutes (median 324.1 minutes

    and s.d 44.5) of sports betting marketing

    at stadiums, and 50.5 episodes (median

    53.5, s.d 45.2) and 4.8 minutes (median

    5.0 minutes, s.d 4.0) during televised

    broadcasts. A diverse range of marketing

    techniques were used to: a) embed sports

    betting within the game; b) align sports

    betting with fans’ overall experience of the

    game; and c) encourage individuals to

    bet live during the game. There were very

    few visible or audible messages (such

    as responsible gambling or Gambler’s

    Help messages) to counter-frame the

    overwhelmingly positive messages that

    individuals received about sports betting

    during the match.

    Conclusions and Implications:

    This study raises important questions about

    the impacts of saturation, integrated and

    impulse gambling marketing strategies in

    sporting matches. Future research should

    explore: 1) how wagering industry marketing

    strategies may affect the attitudes and

    behaviours of community sub-groups (e.g.

    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.

Authors


  •   McLeod, Colin (external author)
  •   Lewis, Sophie (external author)
  •   Duong, Jenny (external author)
  •   Thomas, Samantha L.

Publication Date


  • 2012

Citation


  • Thomas, S. L., Lewis, S., Duong, J. & McLeod, C. (2012). Sports betting marketing during sporting events: a stadium and broadcast census of Australian Football League matches. Australian and New Zealand Journal of Public Health, 36 (2), 145-152.

Scopus Eid


  • 2-s2.0-84861150724

Ro Metadata Url


  • http://ro.uow.edu.au/sspapers/228

Has Global Citation Frequency


Number Of Pages


  • 7

Start Page


  • 145

End Page


  • 152

Volume


  • 36

Issue


  • 2

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.

    Methods:

    Census of sports betting

    marketing during Round 12 of the 2011 AFL

    premiership season.

    Results:

    Per match, there was an average

    of 58.5 episodes (median 49.5, s.d 27.8)

    and 341.1 minutes (median 324.1 minutes

    and s.d 44.5) of sports betting marketing

    at stadiums, and 50.5 episodes (median

    53.5, s.d 45.2) and 4.8 minutes (median

    5.0 minutes, s.d 4.0) during televised

    broadcasts. A diverse range of marketing

    techniques were used to: a) embed sports

    betting within the game; b) align sports

    betting with fans’ overall experience of the

    game; and c) encourage individuals to

    bet live during the game. There were very

    few visible or audible messages (such

    as responsible gambling or Gambler’s

    Help messages) to counter-frame the

    overwhelmingly positive messages that

    individuals received about sports betting

    during the match.

    Conclusions and Implications:

    This study raises important questions about

    the impacts of saturation, integrated and

    impulse gambling marketing strategies in

    sporting matches. Future research should

    explore: 1) how wagering industry marketing

    strategies may affect the attitudes and

    behaviours of community sub-groups (e.g.

    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.

Authors


  •   McLeod, Colin (external author)
  •   Lewis, Sophie (external author)
  •   Duong, Jenny (external author)
  •   Thomas, Samantha L.

Publication Date


  • 2012

Citation


  • Thomas, S. L., Lewis, S., Duong, J. & McLeod, C. (2012). Sports betting marketing during sporting events: a stadium and broadcast census of Australian Football League matches. Australian and New Zealand Journal of Public Health, 36 (2), 145-152.

Scopus Eid


  • 2-s2.0-84861150724

Ro Metadata Url


  • http://ro.uow.edu.au/sspapers/228

Has Global Citation Frequency


Number Of Pages


  • 7

Start Page


  • 145

End Page


  • 152

Volume


  • 36

Issue


  • 2