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How do betting sponsorships impact fan engagement and the sustainability of Portuguese football clubs
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Orientador(es)
Resumo(s)
Betting companies have significantly penetrated the Portuguese sports industry, especially
football, through aggressive sponsorship strategies. With the rise of online platforms, sports
betting has surged in popularity. Consequently, this paper uses both quantitative and qualitative
research to assess the impact of betting on Portuguese football from the perspectives of fans
and clubs. It generates football bettor personas to represent the current state of football betting
in Portugal and evaluates the implications of betting sponsorships on clubs, particularly small
to mid-tier clubs that rely heavily on the financial support provided by these deals.
Descrição
Palavras-chave
Online gambling Fan engagement Betting sponsorships Portuguese football CEMS MIM