"The Nexus of Sports Fandom and Sports Wagering" by Brandon Mastromartino, Michael L. Naraine et al.
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Keywords

sport marketing; sports fans; sports wagering; scoping review; consumer behavior

Disciplines

Gaming and Casino Operations Management | Marketing | Sports Management | Sports Studies

Document Type

Original Review Article (Essays, Opinion Pieces, and/or Book Reviews)

Abstract

This scoping review examines the intersection of sports fandom and sports betting, with a particular focus on the marketing considerations involved in this relationship. Sports fandom, driven by strong emotional investments and team identification, plays a critical role in shaping betting behaviors. As this relationship becomes increasingly complex, it is essential to explore the underlying motivations and behaviors of sports fans who engage in betting, the ethical implications of marketing practices targeting this group, and the methodologies used to study this intersection. To address these relationships, this review examines four key areas: motivations for sports fans to engage in betting, responsible marketing practices, the methodological approaches used in current studies, and future research directions. This review highlights that fans are motivated to bet not only by potential financial gain but also by socialization, excitement, and loyalty to their teams. However, this emotional engagement raises ethical concerns about the normalization of betting in marketing, especially in targeting vulnerable populations. The review also identifies a reliance on quantitative methods in the existing literature and calls for more qualitative and longitudinal research. Finally, the study highlights the need for further exploration of diverse demographics and the impact of new technologies on the relationship between fandom and betting. This review offers insights for researchers, marketers, and policymakers to better understand and navigate the evolving landscape of sports betting and sports fan behavior.

Funding Sources

No funding was received for this research

Competing Interests

The authors declare no competing interests

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