Betting, forex trading, and fantasy gaming sponsorships: a responsible marketing inquiry into the ‘gamblification’ of English football

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dc.contributor.authorLópez González, Hibai
dc.contributor.authorGriffiths, Mark D.
dc.date.accessioned2026-04-22T09:40:55Z
dc.date.available2026-04-22T09:40:55Z
dc.date.issued2018-04
dc.date.updated2026-04-22T09:40:55Z
dc.description.abstractEnvironmental stimuli in the form of marketing inducements to gamble money on sports have increased in recent years. The purpose of the present paper is to tackle the extended definition of the gamblification of sport using sponsorship and partnership deals of gambling, forex trading, and fantasy gaming as a proxy for assessing its environmental impact. Using data about sponsorship deals from English Football Premier League, the paper builds on the evidence of English football’s gamblification process to discuss the impact that the volume, penetration, and marketing strategies of sports betting might have on public health and well-being. Findings demonstrate that gambling marketing has become firmly embedded in the financial practices of many Premiership football clubs. It is argued that such associations are not trivial, and that the symbolic linkage of sport and newer gambling forms can become an issue of public health, especially affecting vulnerable groups such as minors and problem gamblers. The present study is the first to explore in-depth the relationship and potential consequences and psychosocial impacts of sports-related marketing, particularly in relation to football.en
dc.description.sponsorshipSupported by the Government of the Basque Country, Spain, under grant reference (Eusko Jaurlaritza, POS_2015_1_0062)en
dc.identifier.citationLopez-Gonzalez, H., & Griffiths, M. D. (2018). Betting, forex trading, and fantasy gaming sponsorships: a responsible marketing inquiry into the ‘gamblification’ of English football. International Journal of Mental Health and Addiction, 16(2), 404-419. https://doi.org/10.1007/S11469-017-9788-1
dc.identifier.doi10.1007/S11469-017-9788-1
dc.identifier.eissn1557-1882
dc.identifier.issn1557-1874
dc.identifier.urihttps://hdl.handle.net/20.500.14454/5729
dc.language.isoeng
dc.publisherSpringer New York LLC
dc.rights© The Author(s) 2017
dc.subject.otherAdvertising
dc.subject.otherFantasy gaming
dc.subject.otherForex trading
dc.subject.otherGambling
dc.subject.otherMarketing
dc.subject.otherSports betting
dc.titleBetting, forex trading, and fantasy gaming sponsorships: a responsible marketing inquiry into the ‘gamblification’ of English footballen
dc.typejournal article
dcterms.accessRightsopen access
oaire.citation.endPage419
oaire.citation.issue2
oaire.citation.startPage404
oaire.citation.titleInternational Journal of Mental Health and Addiction
oaire.citation.volume16
oaire.licenseConditionhttps://creativecommons.org/licenses/by/4.0/
oaire.versionVoR
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