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首页> 美国卫生研究院文献>Springer Open Choice >Betting Forex Trading and Fantasy Gaming Sponsorships—a Responsible Marketing Inquiry into the ‘Gamblification’ of English Football
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Betting Forex Trading and Fantasy Gaming Sponsorships—a Responsible Marketing Inquiry into the ‘Gamblification’ of English Football

机译：博彩外汇交易和幻想游戏赞助—对英式足球的混血化负责任的营销咨询

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摘要

Environmental stimuli in the form of marketing inducements to gamble money on sports have increased in recent years. The purpose of the present paper is to tackle the extended definition of the gamblification of sport using sponsorship and partnership deals of gambling, forex trading, and fantasy gaming as a proxy for assessing its environmental impact. Using data about sponsorship deals from English Football Premier League, the paper builds on the evidence of English football’s gamblification process to discuss the impact that the volume, penetration, and marketing strategies of sports betting might have on public health and well-being. Findings demonstrate that gambling marketing has become firmly embedded in the financial practices of many Premiership football clubs. It is argued that such associations are not trivial, and that the symbolic linkage of sport and newer gambling forms can become an issue of public health, especially affecting vulnerable groups such as minors and problem gamblers. The present study is the first to explore in-depth the relationship and potential consequences and psychosocial impacts of sports-related marketing, particularly in relation to football.
机译：近年来，以市场激励形式进行赌博的环境刺激已经增加。本文的目的是使用赌博，外汇交易和幻想游戏的赞助和合伙交易作为评估其环境影响的代理，来解决体育游戏化的扩展定义。本文利用英超足球联赛赞助交易的数据，以英超足球联赛化过程的证据为基础，讨论体育博彩的数量，普及率和营销策略可能对公众健康和福祉产生的影响。调查结果表明，赌博营销已牢固地嵌入到许多英超足球俱乐部的财务实践中。有人认为，这种联系并非微不足道，体育与新型赌博形式之间的象征联系可能成为公共卫生问题，特别是影响未成年人和有问题的赌徒等弱势群体。本研究是第一个深入探讨体育相关营销，尤其是与足球相关的关系，潜在后果和社会心理影响的研究。

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