1School of Psychology, Swansea University, UK.
2School of Psychology, University of Chester, UK.
J Behav Addict. 2023 Nov 27;12(4):972-982. doi: 10.1556/2006.2023.00066. Print 2023 Dec 22.
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.
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.
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.
英国足球的博彩化导致了与赌博和类似赌博产品（如加密货币和金融交易应用程序）相关的游戏内营销活动的泛滥。英超联赛（EPL）已对此作出回应，自 2026 年起禁止在球衣正面展示赌博标志。该禁令不适用于其他类型的赌博营销（例如，衣袖和球场边广告牌）或类似赌博的产品。因此，本研究旨在评估该禁令对不同类型营销曝光的总体影响。
我们对 2022/23 赛季英超联赛 10 场比赛的广播节目中与赌博、加密货币和金融交易相关的标志进行了频率分析。对于每个相关标志，我们对以下内容进行了编码：营销产品、关联品牌、单个标志数量、标志位置、标志持续时间以及是否存在减少伤害内容。
在 10 场广播节目中，共有 20941 个相关标志，其中 13427 个（64.1%）仅用于赌博，2236 个（10.7%）同时用于赌博和加密货币，2014 个（9.6%）仅用于加密货币，2068 个（9.9%）同时用于加密货币和金融交易，1196 个（5.7%）仅用于金融交易。有 1075 个球衣正面赌博相关标志，占所有赌博相关标志的 6.9%，占所有标志的 5.1%。球场边广告牌是最常见的营销位置（52.3%），3.4%的标志包含减少伤害内容。
与赌博、加密货币和金融交易相关的品牌标志在英超联赛广播中很常见。大约每 20 个赌博和类似赌博标志中，就有 1 个受到英超联赛自愿禁止球衣正面赌博赞助的约束。
