Targeting the next generation of gamblers? Gambling sponsorship of esports teams

Biggar, B. , Zendle, D. and Wardle, H. (2023) Targeting the next generation of gamblers? Gambling sponsorship of esports teams. Journal of Public Health, (doi: 10.1093/pubmed/fdac167) (PMID:37000185) (Early Online Publication)

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Abstract

Background Esports fans are a target audience for gambling companies wanting to attract the next generation of bettors to their products. As with other sports, professional esports teams have commercial sponsorship arrangements. Our paper seeks to document the level of gambling sponsorship of the world’s top esports teams. Methods A systematic review of the commercial arrangements between the top 20 esports clubs across three of the most followed esports titles was undertaken: Dota 2, League of Legends (LoL) and CS:GO. Data were scraped online relating to the top 20 teams competing at their respective major tournaments between October and November 2021. Results Half of the esports teams in Dota 2 and CS:GO’s world championship events in 2021 were sponsored by gambling companies. Teams sponsored by gambling companies have a combined total of 25 868 912 followers across three major social media channels. No LoL teams were sponsored by gambling companies, yet sibling teams within the CS:GO and Dota 2 competitions were. Conclusion The relationship between gambling companies’ sponsorship in esports should be considered in line with the calls for change in the relationship between football and gambling with gambling as a public health issue at its heart.

Item Type:Articles
Status:Early Online Publication
Refereed:Yes
Glasgow Author(s) Enlighten ID:Wardle, Professor Heather and Biggar, Dr Blair
Authors: Biggar, B., Zendle, D., and Wardle, H.
College/School:College of Social Sciences > School of Social and Political Sciences > Sociology Anthropology and Applied Social Sciences
Journal Name:Journal of Public Health
Publisher:Oxford University Press
ISSN:1741-3842
ISSN (Online):1741-3850
Published Online:31 March 2023
Copyright Holders:Copyright © 2023 The Authors
First Published:First published in Journal of Public Health 2023
Publisher Policy:Reproduced under a Creative Commons License

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Project CodeAward NoProject NamePrincipal InvestigatorFunder's NameFunder RefLead Dept
314613Technological changes and the health and wellbeing of youth: A case study of gamblineHeather WardleWellcome Trust (WELLCOTR)200306/A/15/ZS&PS - Sociology