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Gambling on sport sponsorship: A conceptual framework for research and regulatory review

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  • Lamont, Matthew
  • Hing, Nerilee
  • Gainsbury, Sally

Abstract

Commercial gambling providers (CGPs) have recently intensified the promotion of their products and services through sport sponsorship. Consequently, gambling products and services now gain substantial exposure to large audiences via media broadcasts of sport. Due to the mainstream appeal of some sports, television audiences and fan-bases can include youth, at-risk and problem gamblers, who may be prompted to gamble, or to increase their gambling, by the direct marketing, alignment of gambling with a âhealthyâ activity and increased normalisation of gambling. Therefore, sport sponsorship by CGPs promotes a potentially risky behaviour and may exacerbate the public health issue of problem gambling. Regulatory measures have been implemented by governments and private organisations in relation to sport sponsorship by tobacco companies in recognition of the potential harmful impacts of this form of marketing. Subsequently, the involvement of âunhealthy productsâ including alcohol, junk food and gambling in sport sponsorship has been publicly questioned. This may lead to further regulatory changes that would directly affect the management of sport organisations. Few studies have examined these issues and there is little knowledge of the impacts that sport sponsorship arrangements have on society. Research is needed to inform prudent decision-making about the appropriate regulation of sport sponsorship. This paper reviews the current gambling sport sponsorship landscape and proposes a conceptual framework aimed at facilitating a systematic, interdisciplinary research agenda for examining corporate social responsibility issues pertinent to the sponsorship of sport by CGPs.

Suggested Citation

  • Lamont, Matthew & Hing, Nerilee & Gainsbury, Sally, 2011. "Gambling on sport sponsorship: A conceptual framework for research and regulatory review," Sport Management Review, Elsevier, vol. 14(3), pages 246-257, August.
    • Handle: RePEc:eee:spomar:v:14:y:2011:i:3:p:246-257
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    References listed on IDEAS

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    1. Lamont, Matthew & Hing, Nerilee & Vitartas, Peter, 2016. "Affective response to gambling promotions during televised sport: A qualitative analysis," Sport Management Review, Elsevier, vol. 19(3), pages 319-331.
    2. Hing, Nerilee & Lamont, Matthew & Vitartas, Peter & Fink, Elian, 2015. "Sports bettors' responses to sports-embedded gambling promotions: Implications for compulsive consumption," Journal of Business Research, Elsevier, vol. 68(10), pages 2057-2066.
    3. T. Bettina Cornwell & Youngbum Kwon, 2020. "Sponsorship-linked marketing: research surpluses and shortages," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 607-629, July.
    4. Yolanda López-del-Hoyo & Alicia Monreal-Bartolomé & Pablo Aisa & Adrián Pérez-Aranda & Carlos Plana & José Antonio Poblador & Jaime Casterad & Javier García-Campayo & Jesus Montero-Marin, 2022. "The Gambling Habits of University Students in Aragon, Spain: A Cross-Sectional Study," IJERPH, MDPI, vol. 19(8), pages 1-11, April.
    5. Xu, Zimu & Gonzalez-Serrano, Maria H. & Porreca, Rocco & Jones, Paul, 2021. "Innovative sports-embedded gambling promotion: A study of spectators’ enjoyment and gambling intention during XFL games," Journal of Business Research, Elsevier, vol. 131(C), pages 206-216.
    6. Cunningham, George B., 2013. "Theory and theory development in sport management," Sport Management Review, Elsevier, vol. 16(1), pages 1-4.
    7. Bram Constandt & Johan Rosiers & Jolien Moernaut & Stef Van Der Hoeven & Annick Willem, 2022. "Part of the Game? Exploring the Prevalence and Normalization of Gambling in Belgian Sports Clubs," IJERPH, MDPI, vol. 19(11), pages 1-14, May.
    8. M. Alonso-Dos-Santos & S. Mohammadi & F. Velasco Vizcaíno, 2023. "The effect of articulation in sports posters on betting behavior," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-11, December.
    9. Andrews, Matt & Harrington, Peter, 2016. "Off Pitch: Football's Financial Integrity Weaknesses, and How to Strengthen Them," Working Paper Series 16-009, Harvard University, John F. Kennedy School of Government.

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