MARKETING OF SPORTS GAMBLING BRANDS: THE IMPACT OF THE SENSIBILIZATION CAMPAIGNS AGAINST THE DANGERS OF SPORTS GAMBLING / Arthur LEFEBVRE / 2023

Titre : MARKETING OF SPORTS GAMBLING BRANDS: THE IMPACT OF THE SENSIBILIZATION CAMPAIGNS AGAINST THE DANGERS OF SPORTS GAMBLING Type de document : Mémoire Auteurs : Arthur LEFEBVRE, Auteur Année de publication : 2023 Importance : 31p. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; MARKETING ACHAT ; SANTE Résumé : The number of bettors and sports gambling platforms are in constant growing since the beginning of the 2010s. In 2021, in France there were about 4.5 million of bettors, spending in average 300€ in gambling each year1. The amount spent in sports gambling are reaching record levels with 900 million euros spent during the 2022 Football World Cup. It is more than twice the amount spent during the 2018 World Cup and 2021 Euro with 366 million euros and 420 million euros, respectively2. These sky-high numbers cannot come without any consequences. Sports gambling can be an addiction and can cause serious damage to an individual and its relatives. According to Santé publique France among a 100 of sports gamblers, about 15 are likely to develop a problematic behavior towards gambling3. These number can be even more alarming when we know that gambling companies are mainly targeting young men below 25 years old. Considering this influenceable target, it raises the question of the role of marketing campaigns of gambling brands. During the matches the majority of advertisements are for gambling platforms, targeting and showing young people, sometimes living in poor conditions. The marketing message of these campaign is to show the benefit brought by winning bets, the glory and fame but also the new living conditions accessible thanks to gambling and winning.In response to these marketing practices, the French Autorité Nationale des Jeux (ANJ), announces new regulations about gambling advertisements in December 2020. Because of these regulations, advertisers can no longer communicate about the fact that gambling can be a way to earn a salary or to resolve financial problems. Also, the advertisement cannot show that gambling contributes to social acceptance and popularity4. These measures represent a first step to counter the drawbacks of gambling, but it could be questioned whether if these are enough to reduce addiction behaviors. Indeed, gambling platforms developed several ways to bypass TV advertising regulations. They can reach target via social media or sponsorship of sports teams.If we consider gambling as an addiction the marketing regulations may be more and more strict as it was done for other unhealthy industries such as tobacco and alcohol industries. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581962