Skip content?

Examining the frequency and nature of gambling marketing in televised broadcasts of professional sporting events in the United Kingdom

Author: R.I. Purves, N. Critchlow, A. Morgan, M. Stead & F. Dobbie Published: July 2020
Download PDF

Summary

This study by researchers at the University of Stirling, commissioned by GambleAware, examines the frequency and nature of gambling marketing in televised sports broadcasts in the UK.

Topics covered

  • frequency and types of gambling marketing references in sports broadcasts
  • differences in gambling marketing across various sports
  • proportion of marketing that would be impacted by new voluntary restrictions
  • presence of harm reduction messaging in gambling marketing

Key findings

Gambling marketing was prevalent across most sports analysed, especially in football and boxing. Most references were not traditional adverts, but integrated marketing like shirt sponsorships and very few contained harm reduction messages.
The proposed "whistle-to-whistle" advertising ban would only impact a small proportion of gambling marketing exposure.

Related content

Publication library
Our research
Is this page useful?

However you’re feeling right now, we’re here to help.

The National Gambling Support Network helps people struggling with gambling, and people who are worried about someone else’s gambling.

Call or chat online to an advisor, and speak one-to-one for confidential advice, information and support.

Delivered by GamCare

24 hours a day • 7 days a week • UK only

Find support in your area Call 0808 8020 133