A new study has revealed the growing normalisation of gambling among young sports fans in Ireland, reported the Irish Examiner. The research, conducted by a team from the University of Ulster, University College Dublin, and Maynooth University, shows that children between the ages of 14 and 17 are increasingly seeing gambling as a “normal part of sports”.
The study, published in BMC Public Health, is the first of its kind on the island of Ireland and focuses on Irish youth sports consumption, attitudes toward gambling, and reactions to commercial involvement in sports. Researchers surveyed 51 sports fans across Derry, Letterkenny, and Newry, finding that 15 percent of participants—around one in seven—were directly encouraged to spend money on gambling due to marketing efforts.
Young 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 for many young people, platforms like TikTok offered easily digestible content, especially for live sports and highlights, which could be quickly accessed without “boring parts.”
A 17-year-old participant from Letterkenny noted, “It’s all short videos that you can watch quickly… and you can watch it anywhere.” Many youth also used Instagram and YouTube to learn about sports techniques, follow athletes, and even purchase sports-related products based on influencer endorsements.
High exposure to gambling marketing through sports
The study revealed the saturation of sports betting marketing that Irish young sports fans face, with widespread exposure across both online and offline platforms. YouTube was the most frequently cited channel, where ads for betting sites were shown before and during videos.
Gambling marketing also permeates live sports through sponsorships, with participants referencing popular betting brands during football matches and other events. These constant associations between sports and gambling have normalised the presence of gambling in the lives of young fans, according to the study.
Participants demonstrated an understanding of sponsorship’s role in supporting sports teams financially, but they were split on whether gambling was an appropriate sponsor. Four out of six focus groups prioritised gambling sponsors over others, viewing them as “fitting” due to the connection between betting and sports. However, many participants disassociated themselves from being the target audience of such ads, instead believing that older individuals were the intended recipients.
Criticism and resistance to gambling marketing
Despite the normalisation of gambling, several participants expressed scepticism and resistance toward its promotion. Some criticised influencers and celebrities who endorsed gambling brands, and spoke about their concerns over the potential harm these figures could cause. “Influencers are supposed to influence people to do great things,” one 17-year-old female from Letterkenny said, “but he’s convincing people to gamble, which isn’t good.”
Participants also voiced concerns about the effect of gambling on mental health and the negative image it could project onto sports. One 16-year-old male from Newry suggested, “If sport is associated with gambling, it could give people the mindset that it’s not something good anymore.”
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