Vilar, LuísVasconcelos, Gonçalo Lince Biburger Mariares de2025-01-292024-06-182024-06-03http://hdl.handle.net/10362/178068Betting 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.engOnline gamblingFan engagementBetting sponsorshipsPortuguese footballCEMS MIMmaster thesis203724593