Awareness and prevention
This study explored child and parent recall of sports betting and gambling brand sponsorship of teams in the Australian Football League, National Rugby League and soccer.
About the study
This study, led by Deakin University's Samantha Thomas, explored child and parent recall of sports betting and gambling brand sponsorship of Australian Football League, National Rugby League and soccer teams.
The report is one component of the broader study - A public health analysis of gambling marketing activities: Themes, targets and impacts.
The researchers asked:
Findings from this study suggest the marketing of sports betting brands in sport is increasing the recall and preference of sports betting brands for children. It shows that children are developing an awareness of gambling, and specifically of casino and sports betting marketing, within sport.
Implications for the foundation
The results suggest that sports betting advertising associated with sport is having a resonance with sports spectators under the age of 18. This supports the foundation's view that gambling advertising during children's viewing hours, as occurs during live sports teleplays, should be stopped. It also supports the foundation's work in phasing out sports betting sponsors among Victoria AFL teams.
The foundation’s Grants for Gambling Research program funded this study.
Thomas, SL, Pitt, H, Bestman, A, Randle, M, Daube, M, Pettigrew, S 2016, Child and parent recall of gambling sponsorship in Australian sport, Victorian Responsible Gambling Foundation, Melbourne