Abstract

The British Premier League and Championship form the world’s most well-attended soccer leagues, that are accompanied by different experiences such as gambling. Many contemporary studies have attempted to find the connection between gambling and addiction to the viewers and how it affects the audience negatively or positively. Gambling advertising is heavily financed and, in recent years, has gotten even more sophisticated. The existence and prevalence of gambling advertising are increasing, such that the features or patterns connected with gambling advertising and marketing may be empirically understood. On this fast-moving phenomenon, nevertheless, there are little data.

Table of Contents

1.0 Introduction

1.1. Background

Gambling advertisements are well-funded and have become increasingly sophisticated in recent years. Along with the growing prevalence, empirical knowledge of the traits and patterns associated with developing gambling advertisements and marketing becomes increasingly important. However, there is a paucity of data on this rapidly evolving phenomenon. Internationally, the intricacy and availability of gaming have continuing to expand; the incidence, range, and intensity of gambling advertising have also increased in recent years. This expansion is supported by substantial industry spending, particularly in nations that previously liberalised gambling like the UK and Australia (Sharman, Ferreira, and Newall, 2019). Estimates show that marketing and promotion expenditures in the Australian gambling sector have risen by 33 per cent annually in 2011 to 173 million dollars in 2018. UK expenditure in industry increased by more than 17 per cent each year between 2014 and 2018, reaching an estimated £1.5 billion. This marketing expenditure is 10.34 per cent of the UK gambling industry’s overall return estimated at £14.5 billion in 2018 ((Torrance et al., 2021). Such money has led to sophisticated publicity efforts being broadcast through traditional media, such as TV and sports sponsoring.

Moreover, web and social media marketing have adapted these tactics to the digital world. This change to the internet environment has given unbroken advertising space to gambling companies, notably during the Covid-19 epidemic. Therefore, there is no effect on decreasing exposure in young and vulnerable audiences in trying to reduce television gaming (as observed in Britain) during lock-down hours (Newall, 2017).

Emerging literature has shown gaming to be a compounded public health problem. The detrimental consequences of play and related advertising, including on children and young people, suggest that they extend beyond populations of disorderly players and are obvious over the whole range of harm.Recent systemic studies and narrative studies have shown that gambling publicizing facilitates inducible or craving gambling intents, increased involvement, and betting risks compared to previous reviews on alcohol and tobacco (Sharman, Ferreira and Newall,2019). These analyses nevertheless also reveal significant methodological shortcomings in the existing gambling publicity research. In the research, the self-reported impacts of advertisement exposure are highlighted, in particular among disordered players. A disordered player’s empirical focus might pathologize the problem of advertising-induced gambling damage (Sharman, Ferreira and Newall 2019). This fact can attract attention away from publicity-induced harm to low-moderate risk players. In addition, memory and self-reporting distractions are typically hindering the self-reported effects of gambling advertising. This view can, though partly, be because of the effect of a third party, in which people are more likely than themselves to recognize the influence of marketing (Torrance et al., 2021). There is, by contrast, a paucity of studies that focus on the special features and mechanisms underpinning gambling advertising.

The academic agreement is emerging that gambling ads can include misleading information, utilize demographic targeting and use integrated promotion. However, there has been no examination aiming at providing gaming publicity taxonomy(Torrance et al., 2021). The effort to enhance the regulation of tobacco advertising research, which seeks to study the particular marketing practices employed by the business, makes a clearer and more ethical, and transparent contribution to the trend towards regulatory reform and industrial marketing (Ireland et al., 2019). The current analysis of the features of gambling advertising thus complements existing advertising impact reviews and future work. This contribution is also warranted to enlighten policymakers and scientists appropriately on successful reduction measures of such advertising measures.

 1.2. Research Aim

To determine the impact betting and advertising in coverage of Premier League have on gambling addiction-betting is a notion that has gained immense populartity in the last ten years. Individuals participating on gambling have been influenced by different factors such as the modern-day advertising techniques using phones televisions that have had an impact on the viewers and the premier league and its viewers

1.3. Research Objectives

1. To understand and identify the changes in the last ten years of how betting has influenced Premier League Coverage- There are notable changes in betting in the coverage of the premier league that has been attributed to different factors that need to be examined.
2. To identify whether there is a correlation between the growth of betting activity and increase in viewings- this study is aimed at finding out whether betting activities attributed to advertising result in a direct increase in the number of premier league viewers
3. Establish whether there is a direct link between in-play betting and gambling addiction- a central aspect that results from gambling is the addiction of the participant; this study will also seek to determine whether there is a direct relationship between in-play betting and addiction.
4. Recommendations on how betting companies can be restricted.

2.0 Literature Review

Sports wages, which differ in age, gender, and socioeconomic status, are unique to advertising and promotion and have radically altered the nature of sports and advertising and revenue and perceptions of the integrity of sport (Browne et al., 2018). This aspect is the reason why the literature suggests this has increased exponentially. Many of the sport betting discussions deal with similar issues relating to gambling’s economic and societal advantages. For instance, gambling in Tasmania is anticipated to cost 383 million dollars to play for a year, with contributions to the Tasmanian economy through gambling-related opportunities such as tourism, community projects and investment (Lawn et al., 2020). Simultaneously, monetary and other councilors, social workers, and human-service organizations are reporting about 0.7% of problem players who represent 22.9% of their expenditure for electronic gaming machines (Lawn et al., 2020).

While the study is underway on the costs and advantages of sports betting, comparable topics are arising as above. The alleged economic advantages of gaming and sports betting have been established worldwide and in an Australian setting (Browne et al., 2018). The scarce research on sport wets also contains similar subjects about at-risk groups and the cost and effects of sports betting for those impacted by their own or other relationships. While the literature is scarce, the consistent conclusion in the new study is that online sports betting is fast exceeding all other kinds of gambling (Newall et al., 2019). For instance, a recent UK research says, for instance, that premier league has experienced the biggest increase in the field of sports betting between 2009 and 2012, which grew 69 percent, albeit this was primarily driven by the acceptance of in-play betting (Newall et al., 2019).

According to Newall et al. (2019), sports betting appears to be Australia’s fastest-growing activity, with preliminary results demonstrating that gambling via automated gaming gadgets decreased by 39 to 19% between 1999 and 2011, while sports betting involvement increased by 6 to 13% during the same time ( implying that technological revolution and innovation of personal phones that allow individuals to place a bet without limitation has motivated individuals to bet leading to rise in gambling rates. While on the subject of “Australian,” it’s worth noting that, owing to the general nature of the internet and sport itself, a significant amount of money is spent in Australia on betting on foreign sports events (Torrance et al., 2021). It is imperative to note that the rise of gambling is attributed to personal smartphones. The increase in advertising in the social media realm is not limited and plays a significant role in individual decisions to bet. (Implication/conclusion)

Dynamicity of Gambling

In addition to the rapid rise in sports betting over the years, research has focused on the fundamental shift in the nature and features of sports gambling. Betting is no longer limited to placing a bet on a horse or a greyhound race, but now includes “small betting,” “in-the-run betting,” and “in-the-run” wagering, which allows customers to place bets on many possible outcomes after a game has begun (Gainsbury, Abarbanel, and Blaszczynski 2020). Sports wagering markets have grown significantly, increasing by 69 percent between 2001 and 2011, while betting on other sports increased by 278 percent. (Killick, E.A. & Griffiths 2020). After the horserace betting, which was the main activity of the online betting operator, it seems that betting on major sports events, such as football and cricket matches, is most likely to be added to sports and competitive activities that increasingly form part of fans, experience.

Newall et al. (2019), a social gaming provider like Pet Vegas and Golden Empire Casino— discusses several variables that could bear on social games and gaming growth and convergence. The research cites numerous trends that have created an environment conducive to exponential growth in both sports and social games, such as mobile devices, network platforms, and websites. It also mentions some aspects of social casino games that are of concern when it comes to luring young individuals to online gambling marketplaces. The increasing variety of wagered commodities via mobile phone and Internet technologies indicates that sports betting is no longer limited to casinos and has also resulted in an increase in Premier League spectators. (Gainsbury, Abarbanel, and Blaszczynski, 2020). Mobile phones are connected gadgets and new forms of gambling sites are being launched, marketed, and provided through the internet. Furthermore, because of the ubiquitous nature of the Internet, a sporting event or result may be viewed anywhere, at any time, allowing one to gamble.

Technology transcends national borders, creating a worldwide gambling industry and especially sports betting. Consequently, a UK Griffiths research offers an overview of game settings changes owing to online technology, finding that the activity gets more asocial as the betting methods grow more participatory (Killick and Griffiths, 2020). A major finding is that gambling migrated away from more conventional “social” venues, such as pubs, isolating into the home and the office. For gaming on the internet, the move from a very specialized site to a cyber environment. While there is a point that resurfaced, later on, there have also been certain factors that have resulted in trans-national sports corruption in the worldwide character of sports betting, the liquidity of the gambling marketplace, and the comprehensive nature of the sport (Lastra, Bell and Bond, 2018).

Recent years have seen several innovative online gambling products accessible though the mobile devices and through other technology, leading to the rise of premier league viewers. Research shows that the availability and accessibility of gambling chances are connected with an increase in gambling-related issues ((Killick and Griffiths, 2020). At the same time, the influence of other factors may reduce the impact of availability and accessibility. The number of ads for gambling items has increased as well. Gambling advertising spending in the United Kingdom (UK) has grown from £264,657,325 in 2015 to £328,945,916 in 2018 (a 24 % upsurge) across a variety of media channels, notably for lotteries and bookies, according to Ipsos MORI (Killick and Griffiths, 2020). This development is due to both the popularity of sports betting and the size of the crowds attracted to live premier league events. Betting commercials, for example, accounted for about 90 minutes of screen time during the 2018 FIFA (soccer) World Cup (Killick and Griffiths, 2020). The impact of betting commercials, predominantly those shown in sporting proceedings, is widely regarded as an important area for investigation with the goal of reducing betting-related shortcomings.

In-play betting markets allow bets to be made after an event, such as a race or sports competition, has begun and it is becoming more popular in modern gaming markets. Betting in-play statistics are sparse, as the behavior is often not expressly examined in prevalence research. Over 45 per cent of gamblers polled (aged 18–54) placed in-play bets in 2018 (Killick and Griffiths, 2020). There was also a significant increase from 2015 to 2016 in the number of 18 to 24-year-olds who gambled on games during play. Combined with the internet and mobile gambling convenience, the rise of sports betting has been fuelled by in-play betting and online/mobile betting (Gainsbury, Abarbanel, and Blaszczynski 2020). In spite of its relatively small fan base, tennis and football games, especially the premier league, is the most profitable industry for betting businesses. According to one report, 80 per cent of tennis and football games bets are placed after the game has started (Gainsbury, Abarbanel, and Blaszczynski 2020).

3.0 Research Methodology

This study used qualitative research methods, with data obtained through the distribution of questionnaires. All of the information obtained was done with the participants’ consent. To be eligible to submit their responses to the questionnaire, individuals had to have gambled at least once on a football sport online during the previous 5 months. As a result, players were more likely have interacted with various types of gambling marketing and innovative gambling modernizations, such as sponsorship and in-play betting incentives. (Refer to Appendix A for the questionnaire).

3.1 Limitation

The findings of this study should be seen in the context of several potential limitations. To begin, much research has been conducted in UK and Australia leaving out other countries with the same aspects to study, such as, France Spain and Sweden which have gambling advertising. As a result, it’s possible that important and insightful research was overlooked throughout the search. Second, the number of databases evaluated and the time necessary for screening were restricted due to the accelerated review process.

4.0 Analysis and Discussion

The results indicate a direct relationship between the rise in gambling rates and the rise in gambling advertisements. A thematic analysis was utilized to uncover recurring themes, subjects, concepts, and patterns of meaning. This aspect is due to its theoretical flexibility and capacity to provide a “rich and thorough, yet complicated explanation” of the facts. the selected approach was deemed the most accurate way to describe participants’ perceptions and experiences. The exploratory character of the study was the main reason for choosing this specific analytic approach. This study was then categorized into :

Content: Gambling commercials promote gambling is not desired, trustworthy and entertaining pastime, according to several assessments of the content from the survey results. Additionally, the rate of gambling has been attributed to the rise in the number of advertisements. Additionally, the results indicate that the participants were participating in betting activities rationally without spending much of their finances. The majority of the participants were as well aware of the advertisements and showed their ability to discriminate on the type of adverts that were beneficial and attributed harm during the games.

From a structural viewpoint, billboards, television, and radio, have typically utilized a linear strategy in which advertising is seen as a one-way procedure of stimulus exposure with negligible user involvement. Recently, gambling advertising has begun to use digitally interactive aspects that allow for more collaborative exchange between the operator and the audience instead of traditional marketing. Furthermore, it appears that the gambling advertising environment is developing at such a rapid pace that academic research is failing to keep up. According to current study, between 2015 and 2020, the literature base on the nature and characteristics of gambling advertising gradually expanded (Torrance et al., 2021). However, in terms of extent and methodological variation, it is still underdeveloped.

More study has been done in the linked fields of tobacco, alcohol, and fast food than in any other. The United Kingdom and Australia provided a significant majority of the available evidence. As a result, in addition to the overall scarcity of existing research, even less material has been created regarding other jurisdictions where gaming and related advertising have been liberalized (Torrance et al., 2021). The accompanying literature remains culturally homogenous unless the particular features of gambling advertising in countries other than the United Kingdom and Australia are understood. Furthermore, there is a scarcity of cross-cultural research that investigates the characteristics of gambling marketing in different countries based on different regulation approaches. As a consequence, the current study proposes that such research be increased in the future literature in order to keep up with the global development of the gaming business.

5.0 Conclusion and Recommendations

This study shows a surge in gambling due to an increase in gambling advertising and the manner of advertisement. Little research has been conducted on the content, distribution, and mechanical aspects of developing gambling marketing. The amount and diversity of the connected literature has gradually increased. Because digital communication and gambling liberalization are on the rise, the intensity and complexity of gambling advertising are likely to increase. Recent study, online casino advertising has evolved into more interactive advertisements with fewer obvious promotional aims than more traditional marketing techniques. There are various impediments to empirical research on these issues.

Sports betting companies sponsoring major football and sports teams are not new phenomena, nor is it exclusive to the United Kingdom. In reality, it’s already a worldwide phenomenon, with many professional sports teams across the world collaborating with gambling companies to develop revenue streams. Even yet, it may appear like you can’t watch a Premier League match these days without seeing a football jersey, venue, or commercial representing sports betting business. There is, of course, a very excellent explanation for this. Sportsbook companies support over 60% of the clubs in England’s top two league. Among these clubs are nine of the twenty in the EPL and seventeen of the twenty-four in the EFL Championship.

Sponsorship in professional football or the Premier League is nothing new, whether it comes from cigarette makers, breweries, electronics businesses, gambling corporations, or any other sector. The simple truth is that clubs, leagues, and broadcasters are companies first and foremost, and businesses require revenues and revenue sources in order to exist and grow. The majority of their income and revenue comes from sponsorship. For example, betting companies have spent a total of £47.3 million on jersey sponsorship in the Premier League this season. This money is what keeps the EPL and its clubs afloat. Without these multi-million-pound sponsorship deals, it’s unclear if teams would be able to continue attracting the sorts of stars who keep fans captivated with the game. According to earlier UK Gambling Commission studies, there are 430,000 problem gamblers in the UK. Furthermore, there has been an alarming increase in the number of youngsters gambling in recent years. Hence there is a need to regulate the gambling and advertising companies on the content they choose to advertise.

• Regulation of advertising during premier league-The prominent companies that make a substantial financial contribution to the premier league should be regulated on the number of adverts during playtime. Regulations can be made by the organizations involved in betting advertisements and the Premier League Organizers

• Development of Sensitization programs: The governments of respective countries should develop relevant measures to curb gambling, such as community education and sensitization and development of societal marketing, aiming groups at risks to counter messages promoting gambling within three months.
• Review of types of sports betting advertisements aired during live games, especially the kinds of adverts that prompt and individuals to gamble, such as free bets should be banned

References

Gainsbury, S.M., Abarbanel, B. and Blaszczynski, A., 2020. The relationship between in-play betting and gambling problems in an Australian context of prohibited online in-play betting. Frontiers in Psychiatry, 11.

Killick, E.A. and Griffiths, M.D., 2020. A thematic analysis of sports bettors’ perceptions of sports betting marketing strategies in the UK. International Journal of Mental Health and Addiction, pp.1-19.

Lawn, S., Oster, C., Riley, B., Smith, D., Baigent, M. and Rahamathulla, M., 2020. A literature review and gap analysis of emerging technologies and new trends in gambling. International journal of environmental research and public health, 17(3), p.744.

Newall, P.W., 2017. Behavioural complexity of British gambling advertising. Addiction Research & Theory, 25(6), pp.505-511.

Newall, P.W., Moodie, C., Reith, G., Stead, M., Critchlow, N., Morgan, A. and Dobbie, F., 2019. Gambling marketing from 2014 to 2018: A literature review. Current Addiction Reports, 6(2), pp.49-56.

Sharman, S., Ferreira, C.A. and Newall, P.W., 2019. Exposure to gambling and alcohol marketing in soccer matchday programmes. Journal of gambling studies, pp.1-10.

Torrance, J., John, B., Greville, J., O’Hanrahan, M., Davies, N. and Roderique-Davies, G., 2021. Emergent gambling advertising; a rapid review of marketing content, delivery and structural features. BMC public health, 21(1), pp.1-13.

Lastra, R., Bell, P. and Bond, C., 2018. Sports betting and the integrity of Australian sport: Athletes’ and non-athletes’ perceptions of betting-motivated corruption in sport. International journal of law, crime and justice, 52, pp.185-198.

Browne, M., Fahrer, J., Gould, M., Merkouris, S., Youssef, G. and Rockloff, M., 2018. Fourth social and economic impact study of gambling in Tasmania (2017): Report to Tasmanian Government Department of Treasury and Finance, Volume 1: Industry trends and impacts.

Ireland, R., Bunn, C., Reith, G., Philpott, M., Capewell, S., Boyland, E. and Chambers, S., 2019. Commercial determinants of health: advertising of alcohol and unhealthy foods during sporting events. Bulletin of the World Health Organization, 97(4), p.290

Appendix

Appendix A: Questionnaire

Have you noticed a difference in the amount of betting advertisements in the last ten years?

Yes – 55

No – 9

If so, do you think there is more or less betting advertisements

More – 55

Less – 6

Are you influenced by betting adverts during the broadcasting of games?

Yes – 27

No – 36

Do you bet more frequently than when you first started?

Yes – 28

No – 31

Are you getting more money than when you first started?

Yes – 28

No – 34

Do you think you’re up or down?

Up – 21

Down -43

Are you likely to watch a game you haven’t placed a bet on?

Yes – 51

No -12

Do you watch more games if you have bets on?

Yes – 36

No – 22

Do you think gambling coverage needs to be restricted during broadcasts?

Yes – 32

No – 26

If so, how?

Responses:

• They should have to meet a criterion. Money from the ad should go to further education.
• Add awareness
• Ban it like smoking ads
• Less adverts at halftime – shouldn’t be allowed to be directly associated with a team, governing body, the league (sky bet), the news/ media source/ outlet. Its merging platforms of entertainment/ promoting health and psychological gambling addiction
• Stop playing gambling ads.
• Gambling adverts should follow watershed guidelines.
• Should be banned from advertisement and sponsorship
• Not have them at all
• Should be more awareness of the problems of gambling addiction

Would you say you have gambling addictions?

Yes – 19

No – 43

Do you use in-play betting?

30 – yes

26 – no