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A Systematic Literature Review and Theoretical Framework of Gambling Sponsorship Research

Bibliographic Data

ID21423000
AuthorsSteffi De Jans (0000-0002-2733-353X, Ghent University, Ghent, Belgium, corresponding author), Liselot Hudders (0000-0002-9585-7175, Ghent University, Ghent, Belgium), Bram Constandt (0000-0002-5630-0745, Ghent University, Ghent, Belgium)
Year2024
Volume53
Issue3
Pages434-453
Publication date2024-05-26
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Advertising (JOURNAL)
Journal identifiersISSN: 0091-3367 • E-ISSN: 1557-7805
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/00913367.2023.2288829
OpenAlexW4390511449
LanguageEN
Citations received15
References cited88

This systematic review of research on gambling sponsorship provides insight into the current state of the art of gambling sponsorship research, a theoretical framework for understanding the mechanisms underlying gambling sponsorship’s effects, and a future research agenda to guide advertising scholars. Literature searches in Scopus and Web of Science resulted in a total of 46 publications that focus on gambling sponsorships, which can be grouped into three research clusters: exposure, impact, and ethics of gambling sponsorships. The review shows that extant research has mainly focused on sports sponsorships by gambling companies and that these sports sponsorships are omnipresent in the lives of both adults and minors. Although a positive association between exposure to gambling sports sponsorships and consumers’ gambling attitudes and intentions may be assumed, causal and longitudinal research investigating the impacts of gambling sponsorships is limited. The review also shows that there is a lack of theory explaining consumers’ responses to gambling sponsorships, although the gambling industry is a very specific industry and gambling sponsorships can be considered unhealthy sponsorships. We therefore propose a theoretical framework to better understand how gambling sponsorship works, which may guide future research on this topic

Addiction · Advertising · Business · Extant taxon · Gambling disorder · MEDLINE · Political science · Public relations · Scopus · Gambling Behavior and Treatments · Marketing · Psychology · Sexuality, Behavior, and Technology · Sports Analytics and Performance

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