Article Gambling

Sports betting marketing during sporting events:

a stadium and broadcast census of Australian
Football League matches

Samantha Thomas, Sophie Lewis, Jenny Duong Abstract

Department of Marketing, Monash University, Victoria Objective: Using Australian Football
League (AFL) matches as a case study,
Colin McLeod we investigated the frequency, length and
Department of Management and Marketing, University of Melbourne, Victoria content of marketing strategies for sports
betting during two specific settings: 1) at
stadiums during four live matches; and 2)

G
during eight televised broadcasts of matches.
ambling is an increasingly important individuals.26 Current gambling prevention Methods: Census of sports betting
public health issue.1-3 No longer models focus on individuals taking ‘personal marketing during Round 12 of the 2011 AFL
confined to lotteries, casinos, local responsibility’ for their gambling behaviours. premiership season.
pubs and racecourses, the rapid diversification This includes individuals knowing their Results: Per match, there was an average
of wagering products through mobile and limits, and recognising and accessing help of 58.5 episodes (median 49.5, s.d 27.8)
internet technologies have opened up a services if they feel they have a ‘problem’. and 341.1 minutes (median 324.1 minutes
and s.d 44.5) of sports betting marketing
Pandora’s Box of gambling possibilities. However, as has been recognised in other
at stadiums, and 50.5 episodes (median
International studies show that between a public health issues, an emphasis on ‘personal
53.5, s.d 45.2) and 4.8 minutes (median
half and three-quarters of adults participate responsibility’ may potentially hamper the
5.0 minutes, s.d 4.0) during televised
in some form of gambling each year,4-8 with introduction of social responsibility initiatives broadcasts. A diverse range of marketing
rates of problem gambling ranging from 0.3- that take into account the broader welfare techniques were used to: a) embed sports
5.3%.5,6,8-11 Researchers also suggest that up of the community.27 It may also inherently betting within the game; b) align sports
to 80% of adolescents will have engaged in excuse industry from taking responsibility betting with fans’ overall experience of the
gambling by the time they are 18,12-14 with for the potential short-and longer-term ‘risks’ game; and c) encourage individuals to
up to 8% categorised as problem gamblers, associated with their products.28 With this in bet live during the game. There were very
and up to 15% at risk of developing problem mind – and drawing upon other key public few visible or audible messages (such
as responsible gambling or Gambler’s
gambling behaviours.15-17 Researchers have health issues such as tobacco, alcohol, and
Help messages) to counter-frame the
also clearly shown that patterns of risky and obesity − some researchers have sought to
overwhelmingly positive messages that
problem gambling have significant broader understand how specific types of gambling
individuals received about sports betting
impacts on the wellbeing of families18,19 and marketing strategies may have an impact during the match.
communities.20-23 upon the gambling attitudes and behaviours Conclusions and Implications: This
To d a t e , g a m bl i n g r e s e a r c h h a s of particular groups.26,29,30 study raises important questions about
overwhelmingly focused on individual Sports betting is a rapidly growing segment the impacts of saturation, integrated and
gambling pathology and treatment models, of the gambling market.6 Alongside this has impulse gambling marketing strategies in
which may ignore the broader drivers of been an increase in the amount of marketing sporting matches. Future research should
risky gambling behaviours. This includes the for sports betting products. This increase has explore: 1) how wagering industry marketing
strategies may affect the attitudes and
complex interplay between socio-cultural been largely attributed to a 2008 High Court
behaviours of community sub-groups (e.g.
values and norms;24 environmental factors, ruling in a case between Betfair Pty Ltd
young male sports fans, and children); and
including where gambling is situated and and the state of Western Australia31 which:
2) which public health and policy strategies,
how accessible it is;25 and industry marketing “invalidated Western Australian laws which including regulation and harm minimisation
strategies, including what is ‘on offer’, how had been introduced to prohibit people in messaging, will be effective in responding
it is linked to socio-cultural values, and how Western Australia from using a licensed to wagering industry marketing strategies
these strategies target specific groups of betting exchange and to prohibit a licensed during sporting matches.
Key words: Gambling, marketing,
Submitted: October 2011 Revision requested: January 2012 Accepted: February 2012 advertising, public health, sport.
Correspondence to: Dr Samantha Thomas, Building S, Department of Marketing, Monash Aust NZ J Public Health. 2012; 36:145-52
University, PO Box 197 Caulfield East, Victoria 3145; e-mail: [email protected]
doi: 10.1111/j.1753-6405.2012.00856.x

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Thomas et al. Article

betting exchange offering markets on Western Australian races”.32 increase in individuals presenting with sports betting problems
Some argue that the increased popularity of sports betting is due between 2008/09 and 2010/11,46 while another study found that
to the combination of accessible online wagering sites, coupled Victorian men felt ‘bombarded’ by the marketing strategies used to
with “aggressive advertising on television” promoting engagement promote sports betting.26
in sports betting.33 Sports betting marketing strategies are much Some aspects of sports betting marketing − such as live odds
broader than advertisements on television and online websites.34-36 updates during matches − have attracted criticism from government,
Marketing strategies during sporting events are formed through a community groups and sporting codes.47 In 2010, the Australian
range of commercial agreements between the wagering industry Federal Minister for Communication, Steven Conroy, announced
and sporting codes, stadiums, scoreboard operators, broadcasters that if sporting codes did not self regulate the “insidious” amount of
and individual clubs. in-match gambling advertising which was “targeting the vulnerable
Some also argue that sport is becoming increasingly dependent and the young” then he would legislate to ban all live odds updates
on gambling sponsorship as a source of revenue. For example, in from being “pushed into people’s faces”.48 More recently, the
2010 ‘shirt sponsorship’ deals (in which gambling logos appeared Australian Federal Government has sought to minimise the harm
on team uniforms) had an annual value of €16.9 million for seven associated with sports betting marketing by stating that it will
teams in the English Premier League.37 A New Zealand study found introduce legislation by June 2012 to ban the promotion of live
that gambling was the most common product sponsor of sports betting odds during sports coverage, as well as placing stricter
at national, community and junior levels – more so than alcohol limits on betting inducements.49 While these are important steps
and fast food sponsorship.30 For the wagering industry, marketing forward, they do not counter the multiple ways in which the wagering
relationships with sporting teams and events are valuable for a industry can market, target and connect sports betting products to
number of different reasons. Sport sponsorship allows wagering different groups within the community.26 While there have been
providers to associate their products with a popular community- increasing calls for governments to consider policies which affect
based activity, and also enables them to improve perceptions of the “availability, density and distribution” of gambling products to
‘corporate citizenship’ – that is, that they are doing something minimise gambling harm,50 there have been very few studies to date
good for the community in providing valuable financial support which have considered how these calls may apply to the marketing
to sporting events.38 Research also shows that when the public of sports betting during sporting matches.
believe that sporting events rely on specific forms of sponsorship
for survival, then they become more accepting of the sponsor’s
products.39 Sports-based sponsorship also allows companies to align Methods
themselves with a ‘healthy’ product.34,35 In the 1980s and 1990s,
Approach
this strategy was used by the tobacco industry as a way to reduce
Using Australian Football League (AFL) matches as a case study,
perceptions of the health risks associated with cigarettes, and was
we investigated the frequency, length and content of sports betting
an effective way of softening children to tobacco products.40 For
marketing during two specific settings:
example, an Australian survey of children (aged 12 to 14) found
1. At stadiums during live matches; and
that children reported that their most popular tobacco brand was
2. During the televised broadcasts of matches.
the brand that sponsored their State’s major football competition.41
While it is important to note that the issue of sports betting
Finally, researchers argue that the positive feelings that spectators
marketing is now pertinent to a broad range of sporting matches in
get during a sporting match may be transferred onto, in this case,
Australia, we studied AFL matches for the following reasons: 1) The
the wagering product.42
AFL has the highest average sporting match attendance in Australia;
Researchers suggest that gambling has become embedded
2) The AFL promotes a family-friendly environment at matches;
within some sporting events and codes, referring to this as the
and 3) The AFL and many AFL clubs have sponsorship alignments
‘gamblification’ of sport.43 From a public health perspective, the
with wagering providers. In 2010, the AFL had the third highest
relationships between gambling marketing activities and sport
average sporting match attendance in the world (behind America’s
are concerning because of the potentially powerful ways in
National Football League and German Bundesliga Soccer), with
which they may promote or soften some gambling products to
an average attendance of 36,908 per premiership game, and an
certain individuals – those who love sport, young men and young
average weekly television viewing audience of 4.16 million.51 The
people.26 Particular concerns have been raised about the way in
AFL has made a conscious effort to develop premiership matches
which fan support and team loyalty are used to market sports
as family-friendly sporting events. Not only do many children and
betting products;43 the use of sporting role models to endorse
families attend AFL sporting matches, but AFL football is one of the
these products;30 the long-term impacts of wagering marketing in
top three television programs watched by children under 14 years
environments which are promoted as being “safe, secure, and family
old.52 While no official figures about gambling sponsorship deals
friendly”;44 and whether there is an association between gambling
are available, news reports suggest that leading wagering providers
advertising and risky or problematic gambling behaviours. 45
pay about $2 million annually to align themselves with the AFL.53
For example, Australian gambling help services reported a 70%

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Gambling Sports betting marketing during sports events

The majority of AFL teams also have stand-alone sponsorship deals Data Collection
with wagering providers which include: dedicated team-branded Data was collected during Round 12 of the AFL season (10-13
betting websites; shirt sponsorship; and team sponsorship deals. June 2011). We chose this as it was the middle round of the AFL
season. We collected data from all four games played at the Etihad
Development of data collection proforma (n=2) and MCG stadiums (n=2), and eight recorded televised
We developed two standardised proforma − one for the stadium matches broadcast on free-to-air (n=4) and pay television (n=4).
census and one for the broadcast census. We arrived at the stadium 90 minutes before the start of the
The stadium proforma was developed after 10 hours of match. We documented marketing for sports betting around the
fieldwork across four games in the first four weeks of the AFL outside of the stadium, and then entered the stadium to document
2011 premiership season at the two main Victorian stadiums: the all visible sports betting marketing on each level. One hour prior
Etihad Stadium and the Melbourne Cricket Ground (MCG). As to the start of the game, we took our seats in different parts of the
some areas of these stadiums were restricted to private members stadium to document the ‘in-match’ marketing. This was to ensure
we focused on areas that were accessible to members of the general that we had clear visibility of different types of marketing across
public. The broadcast proforma was developed after watching four the ground. The crowd attendance for each match, as displayed on
pre-recorded AFL games during the first four weeks of the season. the scoreboards, was also recorded.
During fieldwork we noted: a) the different types of marketing; b)
how these were presented at different time points in the match; and Data analysis
c) where these were displayed. We used a combination of qualitative and quantitative data
For the stadium census, we grouped marketing into five categories: analyses. Quantitative data was entered into SPSS (Version 19).
1. Fixed advertising: Advertising on static billboards and Basic descriptive statistics were used to analyse the frequency and
banners within the stadium, within the stadium concourse length of different types of marketing, including means, medians and
and outside the venue. standard deviations where appropriate. We used thematic analysis to
2. Dynamic advertising: Advertising on revolving or electronic group and then describe the different types of marketing strategies
banners within the stadium. used, including similarities and differences in language, imagery
3. Scoreboard advertising: Advertising that appeared on and the framing of advertisements. Each game was analysed by two
electronic scoreboards at each stadium, including: a) logos; members of the research team, and the recorded data was compared
b) paid commercials; and c) goal replay sponsorship. for consistency.
4. Integrated advertising: Verbal sponsored updates of match
odds.
5. Team sponsorship: Including logos on players’ uniforms, run- Results
through and team banners, fan uniforms and merchandise
within stores. Stadium census
For the broadcast census we grouped marketing into five similar Nine wagering brands were marketed across the two stadiums:
categories: Centrebet; TABSportsbet; TAB.com.au; TAB; DeesBet; Sportsbet.
1. Fixed advertising: Sports betting advertising on static com.au; Sportingbet.com.au; Bet24/7; and Betfair.
banners within the stadium. The number of ‘in-match’ episodes and duration of marketing is
2. Dynamic advertising: Sports betting advertising on presented in Table 1. There were an average of 58.5 episodes (median
revolving or electronic banners within the stadium. 49.5, sd 27.8) and 341.1 minutes (median 324.1 minutes and sd
3. Commercial break advertising: Sports betting advertisements 44.5) of marketing per match. This ranged from 99 episodes and
that appeared during commercial breaks. 406.3 minutes at the Carlton versus Brisbane match, to 36 episodes
4. Integrated advertising: Live odds announcements, pop- and 310.1 minutes at the Geelong versus Hawthorn match (the only
ups and pull-through banners; and broadcast sponsorship game in which neither team were directly sponsored by a wagering
announcements. provider). The Etihad Stadium had a greater average amount of
5. Team sponsorship: Logos on players’ uniforms, logos within sports betting advertising (73 episodes, 361 minutes) as compared
locker rooms, and team banners. to the MCG (44 episodes and 321.3 minutes). The vast majority of
Within broadcasts, marketing was mostly visible in short, marketing episodes occurred on either scoreboards (128 episodes,
sharp bursts. As such, we defined an episode as any sports betting 55%) or on rotating dynamic banners (85 episodes, 36%). The
marketing that was clearly visible for at least two seconds. frequency and duration of shirt logos was not recorded during the
Both proforma contained space to record the frequency and live match due to a lack of clear visibility of this form of marketing.
length of each episode, and a brief description of the content and
placement of each specific marketing strategy. It also provided Broadcast Census
space to record counter messages – such as responsible or problem Seven wagering brands were marketed during broadcasts:
gambling taglines, or Gambler’s Help commercials. We piloted data Centrebet; Tabsportsbet; Bet24/7; Sportingbet; Sportsbet.com.
collection four weeks prior to the formal census. au; Deesbet; and Crowsbet. The number of episodes and duration

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Thomas et al. Article

Table 1: Frequency and duration of ‘in match’ sports betting marketing at stadiums.
Stadium Matcha Frequency and Fixed Dynamic Scoreboard Integrated Total
duration advertising advertising advertising advertising
St Kildab v. Western Bulldogsb Frequency (%)c 1 (2%) 19 (40%) 23 (49%) 4 (9%) 47
10 June 2011
Duration (min) 272 (86%) 33 (10%) 6.9 (2%) 3.8 (1%) 315.7
Etihad

Crowd 31,237
Carltonb v. Brisbaneb Frequency 1 (1%) 19 (19%) 74 (75%) 5 (5%) 99
12 June 2011
Crowd 43,617 Duration (min) 272 (67%) 36 (9%) 93.1 (23%) 5.2 (1%) 406.3
Geelong v. Hawthorn Frequency 1 (3%) 18 (50%) 13 (36%) 4 (11%) 36
11 June 2011
Crowd 63,476 Duration (min) 272 (88%) 33 (11%) 3.3 (1%) 1.8 (1%) 310.1
MCG

Melbourneb v. Collingwoodb Frequency 1 (2%) 29 (56%) 18 (35%) 4 (8%) 52

13 June 2011
Duration (min) 272 (82%) 55.5 (17%) 3.2 (1%) 1.7 (1%) 332.4
Crowd 75,998
Total Frequency 4 (2%) 85 (36%) 128 (55%) 17 (7%) 234
Total Duration (mins) 1088 (80%) 157.5 (12%) 106.5 (8%) 12.5 (1%) 1364.5
a ‘In match’ time defined as 60 minutes prior to the start of the game until the final game siren (a total of 272 minutes), including all game breaks
bTeams with sponsorship/partnership deals with wagering providers
c Percentages reported to nearest whole number

Table 2: Frequency and duration of sports betting marketing during Free to Air and Pay-TV match broadcasts.
Source Match Frequency & Fixed Dynamic Commercial Integrated Total
Duration advertising advertising advertising advertising
St Kildaa v. Western Bulldogsa Frequency (%)b 3 (3%) 91 (93%) 1 (1%) 3 (3%) 98
Etihad Stadium, Melbourne
Friday 10 June Duration (min) 0.9 (8%) 9.3 (82%) 0.5 (4%) 0.6 (5%) 11.3
8:30 pm (1 hour delay)
Sydney v. Richmonda Frequency 0 (0%) 2 (29%) 3 (43%) 2 (29%) 7
SCG, Sydney
Free-to-air-TV

12 June 2011 Duration (min) 0 (0%) 0.1 (6%) 1.5 (83%) 0.2 (11%) 1.8
3 pm (1 hour delay)
Geelong v. Hawthorn Frequency 0 (0%) 59 (92%) 4 (6%) 1 (2%) 64
MCG, Melbourne
11 June 2011 Duration (min) 0 (0%) 3.5 (61%) 2 (35%) 0.2 (4%) 5.7
7.30 pm (30 minute Delay)
Melbournea v. Collingwooda Frequency 0 (0%) 119 (97%) 3 (2%) 1 (1%) 123
MCG, Melbourne
13 June 2011 Duration (min) 0 (0%) 7.2 (81%) 1.5 (17%) 0.2 (2%) 8.9
2.30 pm (30 minute delay)
Adelaidea v. West Coasta Frequency 22 (46%) 24 (50%) 0 (0%) 2 (4%) 48
Aami Stadium, Adelaide
11 June 2011
Duration (min) 0.9 (16%) 4.6 (81%) 0 (0%) 0.2 (4%) 5.7
2.30 pm (Live)
Gold Coast v. North Melbournea Frequency 0 (0%) 1 (33%) 0 (0%) 2 (67%) 3
Metricon Stadium, Gold Coast
11 June 2011 Duration (min) 0 (0%) 0.1 (33%) 0 (0%) 0.2 (67%) 0.3
Pay-TV

7 pm (Live)
Carltona v. Brisbanea Frequency 0 (0%) 56 (95%) 0 (0%) 3 (5%) 59
Etihad Stadium, Melbourne
12 June 2011 Duration (min) 0 (0%) 3.9 (93%) 0 (0%) 0.3 (7%) 4.2
1 pm (Live)
Fremantlea v. Essendona Frequency 0 (0%) 0 (0%) 0 (0%) 2 (100%) 2
Patersons Stadium, Perth
12 June 2011 Duration (min) 0 (0%) 0 (0%) 0 (0%) 0.2 (100%) 0.2
4.30 pm (Live)
Total Frequency 25 (6%) 352 (87%) 11 (3%) 16 (4%) 404
Total Duration (min) 1.8 (5%) 28.7 (75%) 5.5 (14%) 2.1 (6%) 38.1
a Denotes teams with sponsorship/partnership deals with wagering providers
b Percentages reported to nearest whole number

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Gambling Sports betting marketing during sports events

of marketing is presented in Table 2. There were an average of number. Advertising for Deesbet (the wagering product associated
50.5 episodes (median 53.5, sd 45.2) and 4.8 minutes (median 5.0 with the Melbourne Demons) contained the slogan “Bet live, bet
minutes, sd 4.0) of marketing per match. Free-to-air television had now” with the website address and phone number clearly visible.
a greater average amount of sports betting marketing (73 episodes, In the Adelaide versus West Coast match, advertising for CrowsBet
6.9 minutes) as compared to Pay TV broadcasts (28 episodes, 2.6 (the wagering product aligned with the Adelaide Crows) moved
minutes). The amount of advertising varied between broadcasts. across electronic signage around the field.
For example, there were 123 episodes and 8.9 minutes during the
Melbourne versus Collingwood broadcast, but only two episodes Scoreboard advertising
and 0.2 minutes during the Fremantle versus Essendon broadcast. At the stadiums, sports betting advertising occurred after ‘goal
The vast majority of visible marketing across the games was scored’ replays on big screens for three of the four home teams.
dynamic advertising with a total of 352 episodes (87%) and 28.7 These advertisements either: a) encouraged individuals to become
minutes (75%). There were also differences according to which State more involved in the game through wagering; or b) embedded the
the game was played in. For example, Victorian games had the most wagering product with imagery associated with the home team
visible marketing (average of 86 episodes and 7.5 minutes across or AFL football. For example, after replays of goals scored by
the four games); followed by South Australia (48 episodes, 5.7 St Kilda, a Centrebet logo followed the replay accompanied by
minutes); New South Wales (7 episodes, 1.8 minutes); Queensland a sound similar to a heartbeat and the message ‘Don’t just watch
(3 episodes, 0.3 minutes); and Western Australia (2 episodes, 0.2 it’. After a Carlton goal replay the word “GOAL!” burst out of the
minutes). We have documented the frequency of shirt sponsorship Carlton banner, exploding into fireworks and then morphing into
logos later in this paper as, due to the rapid pace of games and the the Sportingbet.com.au logo. Finally, replays of goals scored by the
short sharp bursts of logo visibility, we were not able to accurately Melbourne Demons were followed by the words “Great Goal!” and
document the total length of logo visibility during the matches. Deesbet.com.au on an AFL football.
Advertising was also embedded within match statistic reports
Content analysis about the team and individual players. These were displayed on the
The main themes that emerged from the analysis of sports betting scoreboards throughout the game, and alongside video footage of
marketing content were related to the way in which marketing the game. For example, wagering company logos were often visible
strategies: a) embedded themselves within the game; b) aligned alongside or underneath these team statistics. The most common
themselves with fans overall experience of the game; and c) example of this was during the Carlton versus Brisbane Lions game.
encouraged them to bet during the game. These three themes were When Carlton match statistics were displayed on the scoreboards, a
present within a range of advertising platforms. Sportingbet logo (official sponsor of the Carlton team) was clearly
visible alongside or underneath the statistics.
Wagering venues
There were a number of wagering venues both within and directly Television and big screen commercials
outside the stadiums. These included TAB mobile wagering vans Commercial advertisements both at stadiums and during
and TAB wagering venues inside the stadiums. Billboards and broadcasts also linked wagering with the AFL and AFL teams. The
signage which encouraged individuals to bet during the game also 30-second advertisements used by Centrebet prior to the start of the
linked individuals to betting venues at various points throughout St Kilda versus Western Bulldogs match used imagery and audio
the stadium. synonymous with both St Kilda and online sports betting. This
included a laptop and mobile phone with the Centrebet website and
Billboards and signage a membership card. Betting imagery was interspersed with imagery
Signs and billboards promoting sports betting were strategically of St Kilda matches, including: cheering fans within a football
positioned throughout the stadiums, including at gate entries, and stadium; a fan having his face painted in team colours; and the team
directly behind the goal posts, and encouraged individuals to ‘bet locker room. The advertising also used images of the sponsorship
live’ during the game. For example, at some of the main entry gates partnership between Centrebet and St Kilda, including a St Kilda
into the Etihad Stadium, billboards for Tabsportsbet featured a young footballer hitting the Centrebet signage before walking out to play;
man cheering with capitalised wording ‘BET LIVE DURING THE St Kilda players running through a banner featuring the Centrebet
GAME’ with information for mobile betting websites. The billboard logo; and clearly visible Centrebet logos on St Kilda uniforms. At
also included a logo for the TAB, which created a link with TAB- the end of the advertisement the words ‘proud major partner of the
owned wagering venues within the stadium. A small ‘problem St Kilda Football Club’ were displayed.
gambling statement’ was present on the billboard. Other commercial advertisements used more instructive styles
Dynamic on-field signs were placed directly behind the goals, of product presentation, for example promising the best betting
and also provided information about how individuals could bet live experience, the biggest wins, or the best odds. The stadium
during the game. For example, Tabsportsbet.com.au advertising commercial for Sportingbet.com.au featured the company CEO
featured the slogan “You’re On!” with a clearly displayed phone Michael O’Sullivan describing how to place a bet, and using

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Thomas et al. Article

the slogan “the betting experience built by punters for punters”. slogan “You’re On!” at the start and end of the broadcasts. Finally,
O’Sullivan explained in the advertisement that with Sportingbet you live odds were updated through ‘pull-through banners’ or ‘pop-
can “bet fast on your mobile, anywhere, anytime” and that there is ups’. Electronic banners moved across the bottom of the screen
“no better bet than a SportingBet”. Other slogans included “Better during the match and featured the logo of either Sportingbet or
odds and bigger wins” (for Betfair) and “Triple your profit… the TABSportsbet. Only some integrated advertising during broadcasts
best odds of any TAB” (for Bet 24/7). featured a problem gambling or responsible gambling message,
Finally, an ‘odds market update’ approach was used during for example: “Saints to win by 60 points − $6.50. Odds subject to
Tabsportsbet commercial during match broadcasts. A Tabsportsbet change. Gamble responsibly”.
representative encouraged individuals to consider the latest odds:
“There is still plenty of time to get a bet on” and “if you feel like
having a punt here are the latest odds … you can get on at your Discussion and Implications
local TAB or around the nation at TAB.com.au”. Before discussing the results of this study it is important to
While all these commercials contained a slogan about problem highlight two main limitations. First, while the study provides an
gambling, visibility varied between stadiums and broadcasts. At important ‘snapshot’ of sports betting marketing during a specific
stadiums, problem gambling statements were impossible to read time period, it does not capture how marketing strategies may
with any detail. During broadcasts, Gambler’s Help statements vary at different time points during the season. This is particularly
were clearer on advertisements, although there was still variability important in considering whether there are times within the season
in the visibility of the message during different commercial when there may be more or less sports betting marketing during
advertisements. matches (for example, at the start of the season, or during finals).
There was one commercial for Gambler’s Help during the Second, due to a lack of resources we were not able to collect
census. This advertisement played during a television broadcast, data from stadiums outside Victoria. The amount of visible sports
and portrayed a young boy talking about his father’s experience betting marketing during the broadcast census suggests that there
with problem gambling and recovery after seeking help. The may be clear differences in the amount of sports betting marketing
advertisement encouraged individuals to “take the problem out of between stadiums and States. Further research will be important in
gambling” by calling a free call number for “expert help”. considering these differences and why they occur.
This study raises three broad points for discussion about how
Shirt and team sponsorship sports betting is marketed during sporting matches.
There were an additional number of platforms related to the First, a diverse range of marketing platforms were used to market
Centrebet sponsorship of the St Kilda Football Club. At stadiums, sports betting products and services, which reflect the coming
this included Centrebet logos on players’ pre-game uniforms, match together of commercial relationships between a variety of different
uniforms, team banner, and spectators’ football jumpers. Centrebet agencies. The use of these multiple platforms (such as static and
shirt sponsorship logos on team jumpers were clearly visible in dynamic signage, scoreboard advertising, logos, shirt sponsorship,
merchandise stores and vans. During the broadcast of the St Kilda animated sponsored goal replays), particularly at stadiums, meant
versus Western Bulldogs match, advertising signage for Centrebet that there was rarely a time during the match when audiences were
was visible in pre-match locker shots, and a Centrebet logo was not exposed to some form of marketing for sports betting. This
clearly visible on players’ uniforms 438 times during match. finding raises an important point about the impact of saturation
marketing strategies, in which audiences (in this case, individuals
Integrated advertising who attend sporting matches or watch sports on television) are
Integrated advertising was used in slightly different ways at unable to avoid some types of marketing. As observed in other
stadiums and during broadcasts. public health issues such as tobacco, marketing strategies based
At stadiums, live wagering odds announcements (sponsored on saturation techniques are particularly problematic because of
by Betfair) were spoken by the ground announcer prior to the the ways in which individuals can never avoid seeing or receiving
start of the match and during game breaks. Odds were sometimes messages. Furthermore, marketing for sports betting, particularly
displayed on the scoreboards during the announcements. Odds on dynamic signage, was inherently transferred to different spaces
announcements contained a clearly audible responsible gambling (such as family homes) through television broadcasts. As shown
statement such as: “and please remember to gamble responsibly” in other areas such as tobacco, these types of marketing may be
or “gamble responsibly”. particularly influential in softening children to products.54
During broadcasts, advertising was integrated into the match in a Second, marketing strategies were embedded into the sporting
number of different ways. First, live wagering odds were announced match. Advertising, in particular, used context and symbolism to
by the broadcast team – similar to those seen at stadiums. Second, associate sports betting with both the technical and emotive aspects
sponsorship announcements were broadcast (on all Pay TV games of the game. In this study we observed how integrated advertising
and one free-to-air game) in which commentators acknowledged strategies were used to fill spaces that would traditionally have
Tabsportsbet as the official broadcast sponsor followed by the

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Gambling Sports betting marketing during sports events

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