Irish media reports that a new study has revealed the gradual normalization of gambling among young sports fans in Ireland. The study, conducted by a research team from Ulster University, University College Dublin, and Maynooth University, indicates that children aged 14 to 17 increasingly view gambling as "part of sports".
The study, published in BMC Public Health, is the first on the island of Ireland to focus on Irish youth's sports consumption, attitudes towards gambling, and reactions to sports commercial involvement. Researchers surveyed 51 sports fans in Derry, Letterkenny, and Newry, finding that 15% of participants—about one in seven—were directly encouraged to spend money on gambling due to marketing activities.
Mobile Social Media Dominates Young People's Sports Consumption
Sports fans have moved away from traditional mass media, preferring to follow sports through mobile social media platforms such as TikTok, Instagram, YouTube, Snapchat, and WhatsApp. The study found that platforms like TikTok provide content that is easily digestible for many young people, especially live sports and highlights, which can be accessed quickly without the "boring parts".
A 17-year-old participant from Letterkenny said: "Short videos that can be watched quickly... you can watch them anywhere." Many young people also use Instagram and learn sports skills on YouTube, follow athletes, and even buy sports-related products based on influencer recommendations.
Planned Exposure
The study reveals the degree of absorption of sports gambling marketing faced by young sports fans in Ireland, with widespread exposure on both online and offline platforms. YouTube is the most frequently mentioned channel, with gambling site ads playing before and during videos.
Gambling marketing also permeates live sports through sponsorships, with popular gambling brands appearing in football matches and other events. This constant association between sports and gambling has normalized gambling in the lives of young fans.
Participants understand the role of sponsors in economically supporting sports teams, but there is closure on whether gambling is an appropriate sponsor. Four out of six focus groups prioritized gambling sponsors, considering them suitable due to the association between gambling and sports. However, many participants distance themselves from these ads' target audience, considering older individuals as the main targets.
Criticism and Resistance to Gambling Marketing
Although gambling has been normalized, some participants expressed skepticism and resistance to its promotion. Some criticized influencers and celebrities endorsing gambling brands, expressing potential fears about these figures. A 17-year-old female from Letterkenny said: "Influencers should influence people to do good things," she said, "but he's persuading people to gamble, which is not good."
Participants also expressed concerns about the impact of gambling on mental health and the potential negative sentiment towards sports. A 16-year-old male from Newry suggested: "If sports are associated with gambling, it might make people feel it's no longer a good thing."
