New Season, More Self-Regulation, More Marketing. The Prevalence of Gambling Adverts during the Opening Weekend of the English Premier League 2023/2024.

This pioneering project ofers an in-depth analysis of the prevalence of gambling advertisements during the English Premier League’s opening weekend, spanning live televised coverage, sports news programming, sports news radio, and social media. The study encompasses four main areas:

-Live Televised Coverage Analysis: A frequency analysis of gambling marketing during live coverage of the opening weekend’s Premier League fxtures in the UK, occurring from 11th to
14th August 2023.

-Sky Sports News Analysis: An assessment of gambling marketing frequency during Sky Sports News broadcasts on 12th August 2023, from 6 am to 9 pm

-Talk Sport Radio Analysis: An examination of gambling marketing frequency during Talk Sport Radio broadcasts on 12th August 2023, spanning from 7:30 am to 9 pm.

-Social Media Analysis: An evaluation of gambling marketing disseminated by the UK’s ten largest operators across Facebook, Instagram, and Twitter/X during 11th to 14th August 2023

Using validated codebooks from prior research, our investigations comprised over 24 hours of match broadcasts, 15 hours of Sky Sports News coverage, 14 hours of TalkSport Radio broadcasts, and the scrutiny of gambling ads posted on social media platforms during the specifed period.