Dr Jamie Wheaton is a Senior Research Associate at the University of Bristol, specialising in the digital transformation of the gambling industry, the relationship between gambling and sport, and the marketing practices of sports clubs. His work on the prevalence of gambling adverts in sport has sparked discussions in UK Parliament, as well as widespread coverage in national and international news outlets.

His recent projects have included the exploration of the levels of gambling adverts within the English Premier League across TV, radio, and social media in the UK, as well as televised and social media-based adverts within the NHL and NBA in Canada. He has also worked on the foundational research carried out within the Bristol Hub for Gambling Harms Research, helping to set the Hub's future strategy for the coming years.

His interest in sport, and particularly football, means that he maintains a keen interest in the marketing practices of sports clubs with a focus on how these practices impact fandom. His recent work has explored how the marketing practices of football clubs draw upon the loyalty of their supporters to encourage continued ticket sales.