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

3. 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”

4. 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

5. 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.

6. 50%

8. Interviews

9. Tournaments/leagues

10. During Play

11. 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

12. Hoarding Match No: Teams Broadcast % The Match % Digital Static 11
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

13. 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

14. 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

15. 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

16. References
A losing bet? Alcohol and gambling: investigating parallels and shared solutions. Alcohol Concern Report 2013 available
Derevensky, J.L (2012) Teen Gambling: Understanding a growing epidemic: New York: Rowman and Littlefield publishing, inc.
Derevensky, J., Sklar, A., Gupta, R., Messerlian, C., Laroche, M., & Mansour, S. (2007). The effects of gambling advertisements on child and adolescent gambling attitudes and behaviors. Report for Fonds québécois de la recherche sur la société et la culture.
Monaghan, S., Derevensky, J. and Sklar, A. (2008) Impact of gambling advertisements and marketing on children and adolescents: Policy recommendations to minimise harm.Journal of Gambling Issues, 22,
Orford, J. (2010) An Unsafe Bet? The dangerous rise of gambling and the debate we should be having. Chichester. Wiley-Blackwell
Potenza, M.N., Fiellin, D.A., Heninger, G.R., Rounsaville, C.M., and Mazure, C.M. (2002) Gambling: An addictive behaviour with health and primary care implications. Journal of General Internal Medicine, 17, >.
Volberg, R. A., Gupta, R., Griffiths, M.D., Ólason, D.T., and Delfabbro, P. (2020) An international perspective on youth gambling prevalence studies. International Journal of Adolescent Medicine and Health, 22, 3-38