Study: CGP Sponsorship Influences Sports Betting Behavior

A recent study investigated the impact of articulation in sports posters on betting behavior, particularly focusing on the influence of sponsorship by commercial gambling providers (CGPs) on consumer attitudes and behavior. The research compared the effects of sponsorship congruence and sincerity perceived by consumers when exposed to a CGP brand versus a congruent sponsor brand. The study involved 518 subjects from the United Kingdom and utilized structural equation modeling and multi-group analysis to analyze the data.

Sponsorship in sports is a prevalent marketing tool used by commercial organizations to promote brand awareness and image. However, the increasing sponsorship by CGPs in sports has raised concerns about the normalization of gambling behavior and the potential risks associated with it. While sponsorship by CGPs can provide significant financial support to sports entities, it also poses ethical challenges due to the promotion of potentially harmful products and services.

The study investigated the role of articulation in sponsorship, which is an activation strategy aimed at enhancing the relationship between the sponsor and the audience. Articulation can influence perceived congruence, sincerity, and attitudes towards the sponsor, ultimately impacting consumer behavior. Previous research has shown that congruence and sincerity play crucial roles in shaping consumer perceptions and behavioral intentions in sponsorship contexts.

The findings revealed that subjects exhibited a greater willingness to bet when exposed to a CGP sponsor perceived as congruent and sincere compared to a congruent sponsor. This suggests that the type of sponsor can influence sports betting behavior. However, the study also highlighted the complexity of eliminating CGPs’ sponsorship due to the significant funding they provide to sports organizations.

The study contributes to the existing literature by comparing the effects of sponsorship by CGPs with congruent sponsors, considering actual betting behavior in addition to behavioral intentions, and examining the impact of articulation in sponsorship. The results provide insights for regulators, sports organizations, and sponsors to understand the influence of different sponsorship types on consumer behavior and to address potential ethical concerns associated with promoting gambling through sports sponsorship.