The prevalence of gambling marketing in elite football. Carwyn Jones, Stuart Peacock, Gemma Robinson and Robyn Pinder Cardiff Metropolitan University

Background "The other thing that worries me is all the betting advertising and sponsorship in sport. All you ever see is commercials for gambling and apps, it is really dangerous and I think we need to do something about both of them, alcohol and gambling” http://www.marketingmagazine.co.uk/article/1306395/gary-lineker-condemns-dangerous-alcohol-betting-brand-sport-sponsorship-deals

Football Conduit for gambling expansion in 2 ways Gives people something to bet on (new in-play betting – a real concern in terms of corruption) A vehicle to promote and advertise – apps, websites

Increased opportunities the more opportunities there is to gamble the more gambling takes place. results in more pathological or problem gambling – ‘total population consumption model’. When and how much people gamble is constrained by a number of factors. Capability Constraints – the physical absence of gambling provision. Coupling Constraints – limited preferred gambling opportunities (lottery only 2 a week). Authority constraints – rules and regulations which impose constraints.

50%

Interviews

Tournaments/leagues

During Play

Matches Match No: Channel Team A Team A Sponsor Team B Team B Sponsor Broadcast Duration Broadcast Time 1 BTS Bournemouth *Mansion Southampton   MUVI 3.14 19:00-22:14 2 West Ham *Betway Manchester United Chevrolet 3.39 19:00-22:45 3 SKY Manchester City Etihad Arsenal Emirates 3.24 15:30-19:04 4 Liverpool Standard Charter Chelsea Yokohama Tyres 2.05 19:55-22:00 5 Leicester King Power Everton Chang 3.26 17:00-20:34 6 BBC Wales None Slovakia 3.20 17:00- 20:20 7 ITV England Russia 3.28 19:15-22:30 8 2.59 13:15-16:15 9 France Romania 3.03 19:15-22:20

Hoarding Match No: Teams Broadcast % The Match % Digital Static 1   1 Bournemouth v Southampton 21.34 4.74 38.2 2 West Ham v Manchester United 14.14 38.57 31.46 61.71 3 Manchester City v Arsenal 0.62 6.16 1.32 4 Liverpool v Chelsea 3.6 1.34 4.39 5 Leicester v Everton 4.79 2.65 10.27

Visibility EPL teams with shirt sponsors M1 Bournemouth v Southampton 4.66%   Hoardings 38.13% Verbal Comments 0.18% No: of sponsors 5 Sponsor visibility 42.97% Sponsor Frequency (sec) 20 Sponsor Duration (sec) 9 Total References 384 M2 West Ham v Manchester United 8.02% 61.46% 0% 69.49% 11 8 Total references 624 Average sponsor visibility for sponsored teams during the match 6.34% 49.80% 0.09% 56.23% 16* 8* 504

Total number of adverts shown during broadcasts Match No: Channel Total adverts Gambling related Bet Responsibly Mins/secs M1 BTS 62 8 28.50 M2 SKY 54 5 23.50 M3 56 7 25.30 M4 23 2 9.20 M5 61 M6 BBC 0.00 M7 ITV 53 6 29.20 M8 M9 45 1 22.00 Total 354 41 167.40 Average 50.57 5.86 0.14 23.91 EPL only Total 256 30 116.20 EPL average 51.2 23.24 Euro 2016 only 98 11 Euro 2016 average 24.5 2.75 0.25 12.8 Visibility of gambling adverts Total visibility for all gambling adverts 11.58% Visibility of gambling adverts for the EPL 11.72% Visibility of gambling adverts during Euro 2016 11.22% Total visibility for bet responsibly adverts Total visibility for bet responsibly adverts in the EPL Total visibility for bet responsibly adverts in the Euro 2016 Average from 7 out of 9 games showing adverts

Summary viewers, including under 18’s would have been exposed to between 4 and 100 minutes of gambling references and promotion within an average broadcast length of 191 minutes 2016/2017 season observed a 150% increase in gambling sponsorship within the EPL – potentially continuous references during play. Aspirational

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