The visibility of gambling sponsorship in football related products marketed directly to children.

Djohari, Natalie; Weston, Gavin; Cassidy, Rebecca and Kulas-Reid, Ivana. 2021. The visibility of gambling sponsorship in football related products marketed directly to children. Soccer & Society, 22(7), pp. 769-777. ISSN 1466-0970 [Article]

Djohari et al (2020) Soccer and Society open access version Nov 30th 2020_AAM.pdf - Accepted Version
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Abstract or Description

UK law prohibits direct marketing of gambling to children. However, our data, gathered between 2018 and 2020, demonstrate that gambling logos occur frequently in football related products and media consumed by children. This is a pressing issue for policy makers because research suggests that although children engage with football as spectators, they engage more often through readily available material culture. Discussions in the media about sponsorship of football teams by gambling companies have focused on the exposure of children to advertisements during live broadcasts. Analysing visible gambling sponsorship in children’s media, this paper shows how a single gambling logo on a player’s shirt is refracted many times through collectable cards, football magazines, and the mediatized ‘play’ of a child fan’s world. It concludes that discussions around gambling advertising and its impact on children should be informed by an awareness of how children, as opposed to adults, engage with football.

Item Type:


Identification Number (DOI):


Football; gambling; short sponsorship; children; young people

Departments, Centres and Research Units:



11 November 2020Accepted
15 November 2020Published Online

Item ID:


Date Deposited:

02 Dec 2020 10:12

Last Modified:

15 May 2022 01:26

Peer Reviewed:

Yes, this version has been peer-reviewed.


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