Child and parent recall of gambling sponsorship in Australian sport

Abstract

Aims and research questions

This study aimed to explore child and parent/caregiver recall of sports betting and gambling brand sponsorship of teams in the AFL and the NRL. The study collected data from children and one
parent or caregiver from AFL, NRL and soccer community sporting venues in New South Wales and Victoria. We used mixed methods to investigate four research questions:

1. What is the extent to which children and parents recall and prefer sports betting brand names?

2. Are children and parents able to implicitly recall sponsorship relationships between gambling brands and sporting teams?

3. Are there differences in recall between children of different ages, genders and sporting codes?

4. Is there a perception that gambling marketing aligned to sport may influence children’s gambling attitudes and intentions?

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