Brand community and sports betting in Australia

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This research, conducted by Dr Ross Gordon and Michael Chapman of Macquarie University and published by the Victorian Responsible Gambling Foundation, explores the nature and extent of brand community as is applies to the marketing of sports betting brands in Australia.

The researchers conducted a content analysis of sports betting websites and live television broadcasts of sporting matches to identify the main themes of sports betting advertising, and engaged a focus group of young adult gamblers to examine consumer response and interaction with sports betting brands.