Understanding the Gambling Marketing during Sporting Event: A Comparative Study of Sports Broadcasting in the US and Germany

This collaborative project between researchers from the University of Bristol and University of Hohenheim, examines the prevalence and implications of gambling marketing during major sporting events in the US and Germany. Leveraging expertise from the teams in the UK and Germany, we will analyse the frequency, content, and potential societal impact of gambling advertising during the NBA and NHL finals (US) and a Bundesliga match day (Germany). By building longitudinal datasets and comparing findings across countries, the study aims to provide actionable insights to policymakers, regulators, and the public. This collaboration strengthens international research ties and enhances the impact of our findings by providing a cross-cultural perspective on global gambling marketing practices.   

The project leads are Dr Raffaello Rossi at the University of Bristol and Johannes Singer at the University of Hohenheim