Dr Jamie Wheaton
BSc (Hons), MA, PhD
Expertise
Current positions
Lecturer in Marketing
University of Bristol Business School
Contact
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Biography
A passionate football supporter, Jamie’s research focuses on the marketing and consumption of sport. His current research explores the marketing and consumption of grassroots football, with a particular interest in sponsorship and fandom. Separately, his work exploring the prevalence of gambling-related marketing in the English Premier League has received significant coverage across different forms of media. Findings from this research have been referenced in UK Parliament debates and have gained global media coverage.
Beyond academia, he actively collaborates with industry stakeholders and policymakers to inform marketing practices in sport.
Research interests
Dr Jamie Wheaton is a Lecturer in Marketing at the University of Bristol, joining the University of Bristol Business School in November 2024. After completing his PhD at the University of Salford in 2021, he has previously held postdoctoral roles in the University of Exeter and the Bristol Hub for Gambling Harms Research (also at the University of Bristol).
A passionate football supporter, Jamie’s research focuses on the marketing and consumption of sport. His current research explores the marketing and consumption of grassroots football, with a particular interest in sponsorship and fandom. Separately, his work exploring the prevalence of gambling-related marketing in the English Premier League has received significant coverage across different forms of media. Findings from this research have been referenced in UK Parliament debates and have gained global media coverage.
Beyond academia, he actively collaborates with industry stakeholders and policymakers to inform marketing practices in sport.
Projects and supervisions
Research projects
Creation of a systematic evidence gap map for commercial determinants of gambling harms
Principal Investigator
Managing organisational unit
University of Bristol Business SchoolDates
01/01/2026 to 31/05/2026
Gambling Marketing AI Detection And Blocking Tool
Principal Investigator
Managing organisational unit
School of Geographical SciencesDates
01/09/2024 to 31/08/2025
For the love of the game: Grassroots Football and Gambling
Principal Investigator
Role
Co-Investigator
Description
Exploring the intersection of gambling practices and football consumption, focusing on UK grassroots club football playing amongst children and adultsDates
01/06/2023 to 31/07/2025
Publications
Selected publications
19/01/2024Exploring the Prevalence of Gambling Marketing:
Exploring the Prevalence of Gambling Marketing:
New Season, More Self-Regulation, More Marketing.
New Season, More Self-Regulation, More Marketing.
Towards a critical realist approach to the dark side of digital transformation
Frontiers in Human Dynamics
Recent publications
03/10/2025A Holistic Framework of Gambling Harms and Recovery, Derived from a Rapid Evidence Assessment and Qualitative Interviews with People who Gamble and Affected Others.
Development and Validation of the Gambling Harms Severity Index (GHSI-10) and the GHSI for Affected Others (GHSI-AO-10): Measurement Instruments for People Experiencing Gambling Related Harms and Affected Others
AI-Driven Analysis of Gambling Advertising Exposure in the English Premier League
Exploring the generative mechanisms of sponsorship in English grassroots and non-league football
The Psychology of non-league play-offs: what factors predict success?
Related people
Professor Sharon Collard
Chair in Personal Finance
School of Geographical Sciences
Professor Agnes Nairn
Professor in Marketing
University of Bristol Business School
Dr Raffaello Rossi
Senior Lecturer in Marketing
University of Bristol Business School
Dr Maria Moxey
Research Associate
University of Bristol Business School