Gambling sponsorship of sport: an exploratory study of links with gambling attitudes and intentions

Abstract

Gambling sponsorship of sport is increasingly prolific, but also contentious. Underpinned by the Theory of Reasoned Action (TRA), this study explores relationships between gambling sponsorship, and attitudes and intentions relating to gambling, in the context of a major Australian football competition heavily sponsored by gambling companies. Data were gathered via two online surveys (N = 212). Analysis confirmed that attitudes and social norms predicted gambling intention. Further, attitudes to gambling and gambling intention were positively associated with response to gambling sponsorship. Viewing televised football matches, perceptions about sponsor–event fit and attitude to gambling sponsorship were associated with respondents' interest in, favourable attitude towards and propensity to use the sponsors' products. Findings suggest that exposure to gambling promotions during televised sport may encourage gambling intentions, and that gamblers scoring higher on the PGSI are more likely to be exposed to these promotions, view them favourably, be interested in the sponsor's products and be willing to use them. As such, these promotions may trigger gambling amongst problem and recovering problem gamblers. While further research is needed to empirically support any case for regulatory change, this exploratory study provides a foundation upon which future research into gambling promotion during sport can build.

Keywords:

• gambling
• sport sponsorship
• gambling promotions
• theory of reasoned action
• attitude
• social norms
• intention

Funding

Southern Cross University Internal Research Grant

Additional information

Notes on contributors

Nerilee Hing

Nerilee Hing is Director of the Centre for Gambling Education and Research at Southern Cross University Australia. Her major focus is on research that informs policy and practice to enhance corporate social responsibility in gambling and address problem gambling.

Peter Vitartas

Peter Vitartas is Deputy Head of Southern Cross Business School at Southern Cross University Australia. His research interests are in the areas of social marketing, consumer behaviour and the marketing of causes for social good.

Matthew Lamont

Matthew Lamont is Lecturer in the School of Tourism and Hospitality Management. His primary research interest is in the field of sports tourism, particularly motivations and behaviours of sport-focused leisure participants, non-elite participation in sports events, event sponsorship, and strategic management in leisure and tourism enterprises.