Gambling advertising within professional football in the United Kingdom and the emotional impacts it has on adult male football fans

Goulding, Sean (2022) Gambling advertising within professional football in the United Kingdom and the emotional impacts it has on adult male football fans. Masters thesis, Dublin, National College of Ireland.

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Abstract

In recent years, it has become apparent that gambling, and gambling advertising has become synonymous with sport, particularly within professional football in the United Kingdom (UK). Moreover, with the high frequency of sponsorships professional football teams have with gambling companies (Djohari, et al., 2019), and the sports gambling industry rapidly increasing their yearly advertising spend since the Gambling Act of 2005 (ibid), gambling within sport has become almost unavoidable for football fans through the multi layered mix of mass media advertising and marketing in which it is promoted (Newall, et al., 2019). With this point in mind, the harms associated with gambling has become apparent in the UK (Gov.uk, 2021). Before the spread of Covid-19, there was an estimated 430,000 adults (roughly 0.7% of the population) in the U.K deemed as ‘problem gamblers’ and a further 2 million people (3% of the population) at risk of gambling related problems (Critchlow, et al., 2020). In 2019 the UK’s Gambling Commission announced a new National Strategy to Reduce Gambling Harms that consists of safer gambling messages, gambling prevention and education (Newall, et al., 2021). However, there is a lack of evidence to prove the effectiveness of these safer gambling messages (ibid), and a lack of academic research into the specific emotions caused by gambling advertising and a lack of government action towards promoting safer gambling advertising within professional football in the U.K

This dissertation aims to examine in more depth, the immediate and ongoing emotions that football fans have or may not have towards gambling advertising within professional football in the UK. The researcher conducted empirical research, using a small sample size to of semi structured interviews to try to understand, first-hand the immediate and ongoing emotions football fans have towards gambling advertising within or centred around professional football in the UK.

This study addresses the gaps in the literature of gambling advertising as a whole and the emotional effects it has on viewers such as football fans. Additionally, this study discusses what guidance can be given to viewers and what responsibility, if any, can be given to organisations and government in order to protect the public.

The author has taken a mono method approach of semi structured interviews with a small sample size, the author has also used a qualitative collection analysis and taken a thematic approach. Additionally, given the research topic and the nature of the approach, an abductive method supported this research process.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Bane, Michael UNSPECIFIED
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure > Sports > Soccer H Social Sciences > HF Commerce > Marketing > Advertising B Philosophy. Psychology. Religion > Psychology > Emotions G Geography. Anthropology. Recreation > GV Recreation Leisure > Games and Amusements > Gambling
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Tamara Malone
Date Deposited:	13 Apr 2023 14:45
Last Modified:	13 Apr 2023 14:45
URI:	https://norma.ncirl.ie/id/eprint/6444

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