Sports betting and advertising

Sports betting and advertising

Nerilee Hing

AGRC Discussion Paper No. 4 — November 2014
Hands holding football and money.

Key messages

Sports betting has grown substantially and is emerging as a significant contributor to problem gambling, especially among younger adult males.

There is considerable community opposition to the prolific promotion of gambling through sport, especially related to potential negative impacts for children, adolescents, young men and problem gamblers.

Research into the advertising of other harmful products suggests advertising increases uptake and consumption, especially in the adolescent starter market.

Research into sports betting advertising suggests it can shape gambling attitudes, intentions and behaviours, and impacts most negatively on existing problem gamblers and sports bettors.

This paper reviews the growth of sports betting and the accompanying proliferation of sports betting advertising, with particular focus on its integration into sporting events and broadcasts. It draws on lessons from the advertising of other potentially harmful products, and synthesises research into gambling advertising and the promotion of sports betting.

Authors and Acknowledgements

The author would like to thank the Queensland Department of Justice and Attorney-General, which provided financial support for the study Promotion of gambling and live betting odds during televised sport: Influences on gambling participation and problem gambling. The author also acknowledges the contributions to that study and associated papers by Associate Professor Peter Vitartas, Dr Matthew Lamont and Dr Elian Fink.

Publication details

AGRC Discussion Paper
No. 4
Published by the Australian Institute of Family Studies, November 2014.
11 pp.
Suggested citation:

Hing, N. (2014). Sports betting and advertising (AGRC Discussion Paper No. 4). Melbourne: Australian Gambling Research Centre.


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