Sports-Embedded Gambling Promotions: A Study of Exposure, Sports Betting Intention and Problem Gambling Amongst Adults

  • Nerilee Hing
  • Matthew Lamont
  • Peter Vitartas
  • Elian Fink
Article

Abstract

Community, media and government concerns have emerged about promoting sports betting during televised sports broadcasts, which now contain betting operators’ logos, signage, websites, commentary and betting odds. Despite large television audiences being exposed, limited research has examined how these promotions shape gambling behaviour, particularly amongst problem gamblers. Underpinned by the Theory of Reasoned Action, this study explored whether exposure and attitude to gambling promotions during televised sport predict sports betting intention and whether this relationship varies with problem gambling severity. Surveys were conducted with 1,000 adults in Queensland, Australia. Strongest predictors of greater intended frequency of sports betting were higher problem gambling severity, previous sports betting participation, more frequent exposure to the promotions, and more positive attitudes towards them. Results suggest that the audience most likely to be stimulated by these promotions are problem gamblers because they have greatest exposure and a favourable disposition to them, and report they have maintained or worsened their problem sports betting behaviours. Policy and public health interventions may be needed to counter these pervasive media messages.

Keywords

Gambling Sports betting Sport Promotions Advertising Media Exposure 

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Copyright information

© Springer Science+Business Media New York 2014

Authors and Affiliations

  • Nerilee Hing
    • 1
  • Matthew Lamont
    • 1
  • Peter Vitartas
    • 2
  • Elian Fink
    • 1
  1. 1.Centre for Gambling Education and ResearchSouthern Cross UniversityLismoreAustralia
  2. 2.Faculty of Business, Economics and LawLatrobe University MelbourneMelbourneAustralia

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