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No team in the Premier League has spent more time tied with their opponents than Sheffield United, who have had a historically bad start to the season. With just five points from 18 matches, the Blades will almost certainly be relegated. They put in a good performance at Manchester United, nearly finding a late equalizer. They outplayed Everton before losing late and bossed Newcastle and won on a penalty.

The Blades have struggled, but their underlying numbers have marginally improved over time. Even when the Blades were in terrible form last year, they caused problems for Spurs in this fixture, winning when Tottenham were similarly overpriced. Spurs played one of their best halves of the season in the first half of the match and finished the game with 3. Son had 1. It came back to hurt Spurs, as they conceded a goal off a header and settled for the draw.

The South Korean forward could be entering a cold patch given recent matches, which would be a bad sign for Spurs, who rely so heavily on him and Harry Kane. But the second half trend on Tottenham to sit off their opponents and protect their leads makes them difficult to bet as a favorite, as they are in this match. Sports Betting. Best Books. Odds Public Betting Picks. Anthony Dabbundo. Download App. The majority of interviews were conducted by author 1, with some conducted by author 2.

Demographic information, including age, occupation, highest level of education, and postcode were collected. Recruitment for the study was stopped when the researchers were confident of a diversity of experiences and opinions to illustrate a number of constructs associated with our research questions and theoretical lens [ 44 ]. Initial data coding, analyses, and interpretation was conducted by authors 1 and 2.

We used open-coding techniques to identify narratives that specifically related to the extent and content of sports betting marketing in each of the transcripts. We read and re-read each transcript and listened to the audio of each interview , employing a constant comparative method [ 41 ] to identify the similarities and differences between each interview and to inductively categorise the data [ 45 ]. This allowed for emerging themes of inquiry to be identified and guided how best to explore these in subsequent interviews.

Most of the marketing strategies for sports betting mentioned by participants were not in environments specifically designed for gambling. Rather, they included television advertising during both regular programming and during sports; at sporting matches; on radio; billboards; public transport, and as pop-ups on social media sites.

In gambling environments, participants mentioned that they had seen advertising on mobile sports betting apps, and within clubs and pubs, which included sports bars, and specific betting facilities. Others stated that the constant exposure to marketing for sports betting products also removed the stigma traditionally associated with betting by creating a perception that gambling on sports was a normal activity:.

Participants described the impact of saturated marketing on the normalisation of betting in sports. However, others, including some at higher risk levels of gambling harm, described the impact of constantly seeing promotions for inducements and incentives to gamble. The following moderate risk gambler directly attributed the embedding of gambling within sporting cultures to the constant push of gambling products and services throughout sporting matches:. Similarly, the following participant described the familiarity of seeing very specific promotions for sports betting products when viewing sports events.

In particular, he described the specific informational campaigns run by betting companies which were designed to teach individuals about the range of different ways to engage in betting via mobile technologies:. All that stuff is in the marketing.

Participants described the role of sponsorship deals between industry and sporting codes as creating a symbolic alignment between gambling and sports. Several participants described the way in which implicit endorsement of betting by teams and codes contributed to the normalisation of gambling:. Every team is sponsored by a gambling agency. Participants described the subtle ways in which marketing for sports betting had also become embedded within sports-based commentary before and during sporting matches, as well as in sports-based entertainment shows.

Others described how broadcasters would cross to a bookmaker for the odds of the game—not only on the match outcome but also on individual players and specific statistics associated with the game. Some stated that this changed the terminology and discourse associated with the match, with bookmakers and sports commentators encouraging fans to view the match through a gambling lens:.

Most participants stated that crossing to bookmakers throughout the match had become such a normal part of the game that they rarely thought to challenge the presence of these forms of promotions:. You have your commentators reviewing games and they talk about the odds and who is favourite to the extent whereby they sometimes cross over to someone who gives you the odds on who is trending well.

I think it becomes so in your face that we just accept it as normal now. For example, one participant described how watching sports and following a team was no longer solely about emotion and passion but was also about backing their team through betting:. Not only [do you] back them with your emotions, you back them financially.

The majority of participants believed that young men were the key target market for gambling companies and that marketing had played an important role in shaping the gambling identities of young men. Participants described a range of marketing appeal strategies that they believed were particularly influential in shaping gambling as a part of sports fan behaviour.

The most common was the use of appeals and imagery that centred upon peer belonging and mateship. A number of participants spoke about how advertisements sought to align what they already valued and appreciated in sports, with that of betting. For example, the following participant described how effective he thought sports betting marketing strategies were in linking gambling to friendship and comradery.

Some participants stated that they could relate and identify their own relationships and betting behaviours to those portrayed in advertisements:. The following comment suggests that these marketing tactics created a strong positive cultural narrative for young men about the role of gambling in their peer groups and their collective identities surrounding sport:.

Like you can be the cool guy that won money and this is what you should be doing - you should be gambling, you should be doing this. Participants argued that it was extremely problematic that individuals could not watch sports without being exposed to the marketing for sports betting and felt frustrated that sports broadcasts were overloaded with betting promotions. A few described switching off the television when they felt too pressured to gamble because of betting promotions:.

If you actually analyse it, the value is there. I consider it a smart and reasonably safe, more safe bet. Participants also believed that they could maximise their winnings through large sign-up bonus bets. Many conceptualised these incentives as free money, with these types of inducements being the most influential mechanism in stimulating the opening of betting accounts.

Many described that while they initially thought they would open accounts, use the bets, and then walk away, this was the first step into long-term patterns of gambling:. But obviously I never walked away. However, other participants believed that bonus bets and a competitive gambling environment meant that they could take advantage of deals between bookmakers. There was evidence that inducements stimulated some participants to continue gambling and to gamble when they otherwise would not have gambled.

For example, even though the following participant knew that inducements were a clever marketing tactic, they still influenced his decisions to place bets and how much he would gamble:. Some specific incentives created a perception amongst participants that they were more in control of their gambling.

Some believed that placing bets on these players gave them a greater degree of control over the outcome of the markets that they gambled on and that incentives would protect their money even if the bet was unsuccessful:. Probably the cash back ones. You get your money back. Others described the impact of inducements tied to the emotion associated with large sporting events. This was particularly the case for individuals with moderate- or high-risk levels of gambling.

Another stated that push notifications via his mobile phone, which offered a range of promotions, led him to bet more than he normally would have done during the State of Origin NRL match:. The Origin a couple of weeks ago is a good example. And with those particular games I certainly bet a lot more then what I normally would, based on those specials and promotions.

This study sought to investigate how the marketing of sports betting products may influence betting attitudes and consumption behaviours which ultimately may lead to harm. The study also sought to consider potential strategies to reduce the risks posed by these marketing strategies for young male sports fans. It is clear from this study that most participants recall the marketing for sports betting in environments which are not specifically designed for gambling, and this was most notably the case during live broadcasts of Australian sports.

This is the phase of cultural alignment that McCracken [ 34 ] described as taking cultural meanings within the social world, and applying them to products. Marketing for sports betting products is no longer confined to specific gambling environments such as bookmaker websites or mobile applications and gambling venues. Rather, the marketing for these products has entered everyday community and media spaces, which have not traditionally been aligned with gambling.

We would argue this is increasingly similar to betting being core to the experience of horse racing. Marketing strategies that may shift the cultural meanings associated with gambling and sports. Legend: Theoretical model of how marketing strategies may influence a shift in the cultural meanings associated with gambling and sports, as well as the distinct promotional factors that may influence gambling consumption behaviours.

However, it is not only the placement of sports betting advertisements within sports but the saturated nature of these promotions that has exacerbated a cultural alignment between betting and sports and the subsequent risks associated with betting. This raises an important issue for policy makers and regulators in relation to the prevention of harm.

While marketing for some forms of gambling e. Recognising the potential for harm, some countries, such as the UK, are now considering the prohibition of gambling promotions before the watershed the point in time after which programmes with adult content may be broadcast , as part of a comprehensive suite of harm reduction strategies associated with sports betting products [ 46 ].

In Australia, the state of Victoria is considering the restriction of betting promotions on public transport and infrastructure near schools [ 47 ]. This study suggests that policies aiming to denormalise gambling as an inherent part of sports must consider significant restrictions on the volume of advertising during sports programmes, sporting matches, and within non-gambling environments at any time of the day.

The study indicates that there are specific marketing mechanisms that intensify the symbolic relationship between gambling and sports. We would argue that the endorsement of betting by sporting codes particularly via sponsorship relationships and broadcasters has a significant influence in betting becoming a meaningful part of the life of sports fans.

In part, this is because endorsement by these agencies contributes to the removal of the negative social stigma once associated with betting, embedding it as a valuable social norm for the fans of sporting codes. Norms are regulated, in part, by the images and narratives created about sports betting by sporting codes and sporting commentary panels often comprised of sporting heroes. Given the reported influence of these types of marketing by young men in our sample, and also from studies with children [ 13 ], we would argue that the embedding of commentary-based marketing in sports is clearly an issue that requires urgent consideration by governments and sporting authorities to prevent risk and the potential for harm.

The results also suggest that very specific forms of promotions, such as inducements and incentives, play a significant role in establishing betting on sports as part of consumer behaviour. These strategies must be of central focus in any regulatory efforts to prevent and reduce harm. Inducements and incentives minimised the perceptions of risk associated with sports betting, promoted feelings of control over the betting outcomes, and encouraged individuals to open more accounts with gambling companies and gamble more than they normally would, including on events on which they might not otherwise gamble.

Even when participants acknowledged that these types of promotions were a clever marketing tactic that could increase the risks associated with gambling, they still had a strong influence over gambling consumption intentions. Inducements are not a new marketing phenomenon for the gambling industry and are used on a range of different gambling products to stimulate consumption [ 48 ].

However, our research contributes to growing evidence about the significant influence that these types of marketing promotions may have in encouraging risky gambling behaviours. We would also support the development of sustained and adequately funded public education programmes to complement the legislative approaches already suggested for policy makers.

These programmes should be developed independent of the gambling industry and related interests, emphasise the harms associated with their products, and expose approaches used by the industry. There is encouraging evidence on the value of mass media campaigns in addressing a range of public health problems [ 49 ], and the findings from this study should assist in providing formative research for the development of such campaigns related to gambling.

In addition to this, further research should also seek to explore the influence of marketing on the betting attitudes and behaviours of other population subgroups, including female sports fans, and younger populations, such as children and adolescents.

Finally, it is important to consider the study limitations. Despite participants having gambled on a range of products, the results of our study may not be generalisable to young men who bet on other sports, horses, or sporting events e. Second, the sample was skewed towards young men who were educated and living in more affluent socio-economic neighbourhoods. Finally, in this study, we did not aim to diversify the sample with regard to ethnicity.

This research suggests that marketing plays a strong role in the normalisation of gambling in sports and in encouraging gambling consumption intentions and behaviours. For the young men in our study, the emotional investment in the game, and the ways in which they 'consume sport', for the most part, now included betting on the match.

This is problematic as there is an absence of overarching cultural and organisational structures to restrict sports betting promotions. There is now a clear industry presence in non-gambling and community settings. Policy makers must begin to consider the lag between evolving gambling landscapes and sophisticated marketing strategies used by the gambling industry and sporting codes to promote gambling products, and effective harm reduction measures in order to protect populations from gambling harm.

Problem gambling and family violence: prevalence and patterns in treatment seekers. Addict Behav. The big gamble: the need for a comprehensive research approach to understanding the causes and consequences of gambling harm in Australia.

Australas Epidemiol. Google Scholar. Assessing gambling harm in Victoria. Victoria: Victorian Responsible Gambling Foundation; Productivity Commission. Canberra: Commonwealth of Australia; Problem gambling in adolescents: an examination of the pathways model. J Gambl Stud. Markham F, Young M. Addict Res Theory. The marketing of wagering on social media: an analysis of promotional content on YouTube, Twitter and Facebook. Creating symbolic cultures of consumption: an analysis of the content of sports wagering advertisements in Australia.

BMC Public Health. Soc Sci Med. Patterns of sports sponsorship by gambling, alcohol and food companies: an internet survey. Mcmullan J, Miller D. All in! The commercial advertising of offshore gambling on television. J Gambl Iss. Sports betting marketing during sporting events: a stadium and broadcast census of Australian Football League matches.

Willingham, R. Butt out. Push on for gambling promotion to be banned like cigarette ads. The Age; 8. Retrieved 5. Racing New South Wales. Approved Licensed Wagering Operators. Accessed 7 Oct Department of Business. Sports bookmakers and betting exchange operators.

Northern Territory Government. Accessed 3 Oct Queensland Government Statisticians Office. Australian Gambling Statistics. Queensland Government. Hare S. Study of gambling and health in Victoria. Stensholt, J. Financial Review; 9. Retrieved 3. Kerin, L. Dramatic increase in online gambling addiction among young men, treatment clinic warns.

ABC News; Retrieved Gambling expenditure in the ACT : by level of problem gambling, type of activity, and socioeconomic demographic characteristics. Canberra: Australian National University; Schetzer, A. The Age; Retrieved 4. Hickman, A, Bennett, L.

Gambling ads: place your bets. AdNews; 1. Hickman, A. William Hill reports huge spike in tennis betting.


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Manchester City are now 14 games unbeaten and Foden is looking like he is ready to fill the hole left by David Silva. Dominic Calvert-Lewin forced off injured for Everton in worrying moment for Ancelotti. Manchester City betting odds, next game:. Manchester City's latest videos. Pep looks ahead to City's trip to Wales as they take on Swansea at…. Re-live that unbelievable game once again as Man City finally won a game at…. Manchester City latest news. Premier League table. Upcoming Live Streams.

The Strikers were flying high until Rashid Khan left Australia to join up with the Afghanistan national team, but his absence and an injury to Peter Siddle has left their attack without crucial firepower, something they have relied so heavily on in the past given the well-documented frailties in their batting line-up. In contrast, the Heat looked a team very much on the up until making a meal of their run chase against Perth Scorchers on Tuesday and they will need to back up quickly here, both physically and mentally.

To their credit, dusting themselves down after bruising defeats has been a hallmark of their season and with coach Darren Lehmann instilling plenty confidence into his players, and CHRIS LYNN fit again and firing at the top of the order, they remain a very dangerous outfit. I'd make the Heat slight favourites here, but they aren't reliable enough to have me steaming in at the even-money mark and I would rather stick with the in-form Lynn to lead his side to victory.

But for a hamstring injury that ruled him out of four games in the middle of the tournament, Lynn has enjoyed a fine campaign thus far with his runs coming at a strike-rate of A giant of a man who hits the ball long and hard, Lynn should be ideally suited to the true nature of the Adelaide Oval surface and the boundaries in South Australia might not be big enough to contain him if he gets going.

Given the price discrepancy, I'm happy to take the chance. We are committed in our support of responsible gambling. Recommended bets are advised to overs and we strongly encourage readers to wager only what they can afford to lose. If you are concerned about your gambling, please call the National Gambling Helpline on , or visit begambleaware. Further support and information can be found at GamCare and. Horse Racing. Tips Centre.