Gambling, cryptocurrency, and financial trading app marketing in English Premier League football: A frequency analysis of in-game logos.

Autor: Torrance J; 1School of Psychology, Swansea University, UK.; 2School of Psychology, University of Chester, UK.; 3School of Psychology, University Centre Shrewsbury, UK., Heath C; 2School of Psychology, University of Chester, UK.; 3School of Psychology, University Centre Shrewsbury, UK., Andrade M; 4School of Psychology, University of East London, UK.; 5School of Psychological Science, University of Bristol, UK., Newall P; 5School of Psychological Science, University of Bristol, UK.; 6Experimental Gambling Research Laboratory, School of Health, Medical and Applied Sciences, CQ University, Australia.
Jazyk: angličtina
Zdroj: Journal of behavioral addictions [J Behav Addict] 2023 Nov 27; Vol. 12 (4), pp. 972-982. Date of Electronic Publication: 2023 Nov 27 (Print Publication: 2023).
DOI: 10.1556/2006.2023.00066
Abstrakt: Background & Aims: The gamblification of UK football has resulted in a proliferation of in-game marketing associated with gambling and gambling-like products such as cryptocurrencies and financial trading apps. The English Premier League (EPL) has in response banned gambling logos on shirt-fronts from 2026 onward. This ban does not affect other types of marketing for gambling (e.g., sleeves and pitch-side hoardings), nor gambling-like products. This study therefore aimed to assess the ban's implied overall reduction of different types of marketing exposure.
Methods: We performed a frequency analysis of logos associated with gambling, cryptocurrency, and financial trading across 10 broadcasts from the 2022/23 EPL season. For each relevant logo, we coded: the marketed product, associated brand, number of individual logos, logo location, logo duration, and whether harm-reduction content was present.
Results: There were 20,941 relevant logos across the 10 broadcasts, of which 13,427 (64.1%) were for gambling only, 2,236 (10.7%) were for both gambling and cryptocurrency, 2,014 (9.6%) were for cryptocurrency only, 2,068 (9.9%) were for both cryptocurrency and financial trading, and 1,196 (5.7%) were for financial trading only. There were 1,075 shirt-front gambling-associated logos, representing 6.9% of all gambling-associated logos, and 5.1% of all logos combined. Pitch-side hoardings were the most frequent marketing location (52.3%), and 3.4% of logos contained harm-reduction content.
Discussion & Conclusions: Brand logos associated with gambling, cryptocurrency, and financial trading are common within EPL broadcasts. Approximately 1 in 20 gambling and gambling-like logos are subject to the EPL's voluntary ban on shirt-front gambling sponsorship.
Databáze: MEDLINE
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