Code
173C0123
Duration
01 November 2022 → 01 May 2023
Funding
Federal funding: various
Promotor
Research disciplines
-
Social sciences
- Management of sport and physical activity
- Business-to-business marketing
Keywords
Gambling
Sport sponsoring
Normalization
Advertising
Sports betting
Project description
This research project encompasses two parts:
(1) A systematic literature review of existing research on the impact of sport sponsoring by gambling companies.
(2) Two experimental studies on respectively the impact of shirt sponsoring and billboard sponsoring by gambling companies in sport.