스포츠베팅 | Cases and Studies in Sports Betting | 体育博彩
- date : 2015-05-20 01:10|hit : 1983
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- Article] Sports betting marketing during sporting events: a stadium and broadcast census of Australian Football League matches
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DocNo of ILP: 1411
Doc. Type: Article
Title: Sports betting marketing during sporting events: a stadium and broadcast census of Australian Football League matches
Authors: Thomas, S; Lewis, S; Duong, J; McLeod, C
Full Name of Authors: Thomas, Samantha; Lewis, Sophie; Duong, Jenny; McLeod, Colin
Keywords by Author: Gambling; marketing; advertising; public health; sport
Keywords Plus: PERSONAL RESPONSIBILITY; GAMBLING PROBLEMS; PREVALENCE; PATTERNS; ALCOHOL; HARM; SPONSORSHIP; GOVERNMENT; COMPANIES; SYMBIOSIS
Abstract: Objective: Using Australian Football League (AFL) matches as a case study, we investigated the frequency, length and content of marketing strategies for sports betting during two specific settings: 1) at stadiums during four live matches; and 2) during eight televised broadcasts of matches. Methods: Census of sports betting marketing during Round 12 of the 2011 AFL premiership season. Results: Per match, there was an average of 58.5 episodes (median 49.5, s.d 27.8) and 341.1 minutes (median 324.1 minutes and s.d 44.5) of sports betting marketing at stadiums, and 50.5 episodes (median 53.5, s.d 45.2) and 4.8 minutes (median 5.0 minutes, s.d 4.0) during televised broadcasts. A diverse range of marketing techniques were used to: a) embed sports betting within the game; b) align sports betting with fans' overall experience of the game; and c) encourage individuals to bet live during the game. There were very few visible or audible messages (such as responsible gambling or Gambler's Help messages) to counter-frame the overwhelmingly positive messages that individuals received about sports betting during the match. Conclusions and Implications: This study raises important questions about the impacts of saturation, integrated and impulse gambling marketing strategies in sporting matches. Future research should explore: 1) how wagering industry marketing strategies may affect the attitudes and behaviours of community sub-groups (e. g. young male sports fans, and children); and 2) which public health and policy strategies, including regulation and harm minimisation messaging, will be effective in responding to wagering industry marketing strategies during sporting matches.
Cate of OECD: Health sciences
Year of Publication: 2012
Business Area: lottery
Detail Business: sport betting
Country: USA
Study Area:
Name of Journal: AUSTRALIAN AND NEW ZEALAND JOURNAL OF PUBLIC HEALTH
Language: English
Country of Authors: [Thomas, Samantha; Lewis, Sophie; Duong, Jenny] Monash Univ, Dept Mkt, Caulfield, Vic 3145, Australia; [McLeod, Colin] Univ Melbourne, Dept Management & Mkt, Melbourne, Vic 3010, Australia
Press Adress: Thomas, S (reprint author), Monash Univ, Dept Mkt, Bldg S,POB 197, Caulfield, Vic 3145, Australia.
Email Address: samantha.thomas@monash.edu
Citaion:
Funding:
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Number of Citaion: 55
Publication: WILEY-BLACKWELL
City of Publication: MALDEN
Address of Publication: COMMERCE PLACE, 350 MAIN ST, MALDEN 02148, MA USA
ISSN: 1326-0200
29-Character Source Abbreviation: AUST NZ J PUBL HEAL
ISO Source Abbreviation: Aust. N. Z. Publ. Health
Volume: 36
Version: 2
Start of File: 145
End of File: 152
DOI: 10.1111/j.1753-6405.2012.00856.x
Number of Pages: 8
Web of Science Category: Public, Environmental & Occupational Health
Subject Category: Public, Environmental & Occupational Health
Document Delivery Number: 919TS
Unique Article Identifier: WOS:000302352600012
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