Normalization of online sports betting through marketing:A qualitative study of the Super Bowl LV betting and consumer perception in Finland

Abstract

Objectives The main objectives of this study were to find out the main marketing strategies of online sports betting and the marketing’s normalizing effects on consumer views. These results could be then used to better understand the marketing’s effect on consumers and find consumer needs in online sports betting marketing that could be used to normalize online sports betting. At the time of this study, limited research has been done to compare the marketing to consumer views and behavior.

Summary The normalization of online sports betting continues as the industry grows and spreads to many sport industry areas. Academic research was done in the form of qualitative analysis of Super Bowl LV betting marketing among three companies in Finland and qualitative analysis of seven Super Bowl LV betting consumers from Finland to examine the marketing’s effect on consumers. The findings indicated similarities in the betting marketing themes for Super Bowl and consumer views and consumption.

Conclusions The main themes identified (betting odds offering, sports media, promotion campaigns, and sporting event interactions) in the online sports betting Super Bowl marketing were mostly identifiable in the consumers with some differences in the social side of betting and the usage of promotion campaigns. The normalization of sports betting in sports consumption was clear and many stating betting having a role in sports consumption. The exact extent of marketing’s influence on normalization cannot be measured from this study