Celebrities and Sports Betting: A Double-Edged Sword

The betting scene in the United States has undergone a significant shift since 2018. The lifting of the federal ban on sports betting has led to a boom in the industry. However, this growth has also sparked worries about the potential rise in problem gambling. Research has shown that traditional campaigns aimed at promoting responsible gambling often fall short. This has led to a new area of study: the role of celebrity endorsers in sports betting ads. The idea is to see if these famous faces can make a difference in how people approach gambling. A recent study looked into this by conducting an experiment with 383 U. S. sports bettors. The findings were interesting. When a celebrity's image matched the target audience, it increased awareness of responsible gambling messages. This, in turn, boosted the intention to gamble responsibly. But there's more to the story. An image-congruent endorser also increased betting intentions and encouraged people to talk about the sportsbook. This means that the right celebrity can drive both betting activity and brand advocacy. However, the effectiveness of same-race endorsers depends on how socially acceptable sports betting is perceived to be. This adds a layer of complexity to the debate. It suggests that the impact of celebrity endorsers is not straightforward. It varies based on societal views and cultural contexts. This study is the first of its kind to explore how the alignment between an endorser's image and the consumer's image affects intentions towards both sports betting brands and responsible gambling. The results offer valuable insights for sportsbooks. They highlight the need to balance branding efforts with social responsibility in their marketing strategies. It's clear that celebrities can influence betting behaviors. But they can also promote responsible gambling. The key lies in choosing the right endorser and understanding the societal context. This way, the industry can grow while also addressing the concerns about problem gambling.