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Gambling, cryptocurrency, and financial trading app marketing in English Premier League football: A frequency analysis of in-game logos

Jamie Torrance, Conor Heath Orcid Logo, Maira Andrade Orcid Logo, Philip Newall Orcid Logo

Journal of Behavioral Addictions, Volume: 12, Issue: 4, Pages: 972 - 982

Swansea University Author: Jamie Torrance

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DOI (Published version): 10.1556/2006.2023.00066

Abstract

Background & aims:The gamblification of UK football has resulted in a proliferation of in-game marketing associated with gambling and gambling-like products such as cryptocurrencies and financial trading apps. The English Premier League (EPL) has in response banned gambling logos on shirt-fronts...

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Published in: Journal of Behavioral Addictions
ISSN: 2062-5871 2063-5303
Published: Akademiai Kiado Zrt. 2023
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URI: https://cronfa.swan.ac.uk/Record/cronfa65201
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This ban does not affect other types of marketing for gambling (e.g., sleeves and pitch-side hoardings), nor gambling-like products. This study therefore aimed to assess the ban's implied overall reduction of different types of marketing exposure.Methods:We performed a frequency analysis of logos associated with gambling, cryptocurrency, and financial trading across 10 broadcasts from the 2022/23 EPL season. For each relevant logo, we coded: the marketed product, associated brand, number of individual logos, logo location, logo duration, and whether harm-reduction content was present.Results:There were 20,941 relevant logos across the 10 broadcasts, of which 13,427 (64.1%) were for gambling only, 2,236 (10.7%) were for both gambling and cryptocurrency, 2,014 (9.6%) were for cryptocurrency only, 2,068 (9.9%) were for both cryptocurrency and financial trading, and 1,196 (5.7%) were for financial trading only. There were 1,075 shirt-front gambling-associated logos, representing 6.9% of all gambling-associated logos, and 5.1% of all logos combined. Pitch-side hoardings were the most frequent marketing location (52.3%), and 3.4% of logos contained harm-reduction content.Discussion &amp; Conclusions:Brand logos associated with gambling, cryptocurrency, and financial trading are common within EPL broadcasts. 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spelling v2 65201 2023-12-04 Gambling, cryptocurrency, and financial trading app marketing in English Premier League football: A frequency analysis of in-game logos de868c4f56d8f5fbecbd686fdbb7b4b5 Jamie Torrance Jamie Torrance true false 2023-12-04 HPS Background & aims:The gamblification of UK football has resulted in a proliferation of in-game marketing associated with gambling and gambling-like products such as cryptocurrencies and financial trading apps. The English Premier League (EPL) has in response banned gambling logos on shirt-fronts from 2026 onward. This ban does not affect other types of marketing for gambling (e.g., sleeves and pitch-side hoardings), nor gambling-like products. This study therefore aimed to assess the ban's implied overall reduction of different types of marketing exposure.Methods:We performed a frequency analysis of logos associated with gambling, cryptocurrency, and financial trading across 10 broadcasts from the 2022/23 EPL season. For each relevant logo, we coded: the marketed product, associated brand, number of individual logos, logo location, logo duration, and whether harm-reduction content was present.Results:There were 20,941 relevant logos across the 10 broadcasts, of which 13,427 (64.1%) were for gambling only, 2,236 (10.7%) were for both gambling and cryptocurrency, 2,014 (9.6%) were for cryptocurrency only, 2,068 (9.9%) were for both cryptocurrency and financial trading, and 1,196 (5.7%) were for financial trading only. There were 1,075 shirt-front gambling-associated logos, representing 6.9% of all gambling-associated logos, and 5.1% of all logos combined. Pitch-side hoardings were the most frequent marketing location (52.3%), and 3.4% of logos contained harm-reduction content.Discussion & Conclusions:Brand logos associated with gambling, cryptocurrency, and financial trading are common within EPL broadcasts. Approximately 1 in 20 gambling and gambling-like logos are subject to the EPL's voluntary ban on shirt-front gambling sponsorship. Journal Article Journal of Behavioral Addictions 12 4 972 982 Akademiai Kiado Zrt. 2062-5871 2063-5303 22 12 2023 2023-12-22 10.1556/2006.2023.00066 http://dx.doi.org/10.1556/2006.2023.00066 COLLEGE NANME Psychology COLLEGE CODE HPS Swansea University 2024-04-04T15:54:15.3718440 2023-12-04T13:15:19.5840708 Faculty of Medicine, Health and Life Sciences School of Psychology Jamie Torrance 1 Conor Heath 0009-0007-0551-0316 2 Maira Andrade 0000-0002-2741-8875 3 Philip Newall 0000-0002-1660-9254 4 65201__29184__86ba33edd5a046c896e4dcb2bab13c95.pdf 2006-article-10.1556-2006.2023.00066-2.pdf 2023-12-04T13:19:24.8411905 Output 803929 application/pdf Version of Record true . This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (https://creativecommons.org/licenses/by-nc/4.0/), which permits unrestricted use, distribution, and reproduction in any medium for non-commercial purposes, provided the original author and source are credited, a link to the CC License is provided, and changes – if any – are indicated. false eng http://creativecommons.org/licenses/by-nc/4.0/ 221
title Gambling, cryptocurrency, and financial trading app marketing in English Premier League football: A frequency analysis of in-game logos
spellingShingle Gambling, cryptocurrency, and financial trading app marketing in English Premier League football: A frequency analysis of in-game logos
Jamie Torrance
title_short Gambling, cryptocurrency, and financial trading app marketing in English Premier League football: A frequency analysis of in-game logos
title_full Gambling, cryptocurrency, and financial trading app marketing in English Premier League football: A frequency analysis of in-game logos
title_fullStr Gambling, cryptocurrency, and financial trading app marketing in English Premier League football: A frequency analysis of in-game logos
title_full_unstemmed Gambling, cryptocurrency, and financial trading app marketing in English Premier League football: A frequency analysis of in-game logos
title_sort Gambling, cryptocurrency, and financial trading app marketing in English Premier League football: A frequency analysis of in-game logos
author_id_str_mv de868c4f56d8f5fbecbd686fdbb7b4b5
author_id_fullname_str_mv de868c4f56d8f5fbecbd686fdbb7b4b5_***_Jamie Torrance
author Jamie Torrance
author2 Jamie Torrance
Conor Heath
Maira Andrade
Philip Newall
format Journal article
container_title Journal of Behavioral Addictions
container_volume 12
container_issue 4
container_start_page 972
publishDate 2023
institution Swansea University
issn 2062-5871
2063-5303
doi_str_mv 10.1556/2006.2023.00066
publisher Akademiai Kiado Zrt.
college_str Faculty of Medicine, Health and Life Sciences
hierarchytype
hierarchy_top_id facultyofmedicinehealthandlifesciences
hierarchy_top_title Faculty of Medicine, Health and Life Sciences
hierarchy_parent_id facultyofmedicinehealthandlifesciences
hierarchy_parent_title Faculty of Medicine, Health and Life Sciences
department_str School of Psychology{{{_:::_}}}Faculty of Medicine, Health and Life Sciences{{{_:::_}}}School of Psychology
url http://dx.doi.org/10.1556/2006.2023.00066
document_store_str 1
active_str 0
description Background & aims:The gamblification of UK football has resulted in a proliferation of in-game marketing associated with gambling and gambling-like products such as cryptocurrencies and financial trading apps. The English Premier League (EPL) has in response banned gambling logos on shirt-fronts from 2026 onward. This ban does not affect other types of marketing for gambling (e.g., sleeves and pitch-side hoardings), nor gambling-like products. This study therefore aimed to assess the ban's implied overall reduction of different types of marketing exposure.Methods:We performed a frequency analysis of logos associated with gambling, cryptocurrency, and financial trading across 10 broadcasts from the 2022/23 EPL season. For each relevant logo, we coded: the marketed product, associated brand, number of individual logos, logo location, logo duration, and whether harm-reduction content was present.Results:There were 20,941 relevant logos across the 10 broadcasts, of which 13,427 (64.1%) were for gambling only, 2,236 (10.7%) were for both gambling and cryptocurrency, 2,014 (9.6%) were for cryptocurrency only, 2,068 (9.9%) were for both cryptocurrency and financial trading, and 1,196 (5.7%) were for financial trading only. There were 1,075 shirt-front gambling-associated logos, representing 6.9% of all gambling-associated logos, and 5.1% of all logos combined. Pitch-side hoardings were the most frequent marketing location (52.3%), and 3.4% of logos contained harm-reduction content.Discussion & Conclusions:Brand logos associated with gambling, cryptocurrency, and financial trading are common within EPL broadcasts. Approximately 1 in 20 gambling and gambling-like logos are subject to the EPL's voluntary ban on shirt-front gambling sponsorship.
published_date 2023-12-22T15:54:11Z
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score 11.016235

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