{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,7]],"date-time":"2026-08-07T15:16:02Z","timestamp":1786115762753,"version":"build-2736575974"},"reference-count":40,"publisher":"Frontiers Media SA","license":[{"start":{"date-parts":[[2026,8,6]],"date-time":"2026-08-06T00:00:00Z","timestamp":1785974400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["frontiersin.org"],"crossmark-restriction":true},"short-container-title":["Front. Sports Act. Living"],"abstract":"<jats:sec>\n                    <jats:title>Introduction<\/jats:title>\n                    <jats:p>This systematic review evaluates the impact of sports sponsorship bans and betting restrictions on marketing practices, regulatory compliance, and consumer behavior following global market liberalization.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Methods<\/jats:title>\n                    <jats:p>Following PRISMA guidelines and the SPICE framework, we searched five major academic databases for peer-reviewed literature from 2022 onwards, synthesizing 29 eligible studies evaluated via the Mixed Methods Appraisal Tool (MMAT).<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Results<\/jats:title>\n                    <jats:p>Gambling sponsorship has expanded rapidly in professional sports over two decades. Comprehensive statutory bans significantly reduce marketing exposure and new gambling registrations, whereas partial or voluntary self-regulatory restrictions lead to marketing displacement and circumvention tactics such as sub-branding.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Discussion<\/jats:title>\n                    <jats:p>Partial and voluntary restrictions are insufficient to protect public health and sports integrity. Comprehensive statutory prohibitions covering primary and derivative proxy brands, supported by strong enforcement and alternative funding for sports organizations, are essential for effective policy implementation.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.3389\/fspor.2026.1900549","type":"journal-article","created":{"date-parts":[[2026,8,6]],"date-time":"2026-08-06T05:31:57Z","timestamp":1785994317000},"update-policy":"https:\/\/doi.org\/10.3389\/crossmark-policy","source":"Crossref","is-referenced-by-count":0,"title":["Sports sponsorship, gambling bans, and regulatory compliance: a systematic review"],"prefix":"10.3389","volume":"8","author":[{"given":"Erik","family":"Obiol-Anaya","sequence":"first","affiliation":[{"name":"School of Law, San Mart\u00edn de Porres University","place":["Lima, Peru"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Iv\u00e1n","family":"Vargas-Chaves","sequence":"additional","affiliation":[{"name":"School of Law, Nueva Granada Military University","place":["Bogot\u00e1, Colombia"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jos\u00e9 Rolando","family":"Cardenas-Gonzales","sequence":"additional","affiliation":[{"name":"School of Law, Complutense University of Madrid","place":["Madrid, Spain"]}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1965","published-online":{"date-parts":[[2026,8,6]]},"reference":[{"key":"B1","volume-title":"Internet Gambling: A Comprehensive Review and Synthesis of the Literature","author":"Williams","year":"2007"},{"key":"B2","doi-asserted-by":"publisher","first-page":"246","DOI":"10.1016\/j.smr.2011.04.004","article-title":"Gambling on sport sponsorship: a conceptual framework for research and regulatory review","volume":"14","author":"Lamont","year":"2011","journal-title":"Sport Manag Rev"},{"key":"B3","doi-asserted-by":"publisher","first-page":"e594","DOI":"10.1016\/S2468-2667(24)00126-9","article-title":"The prevalence of gambling and problematic gambling: a systematic review and meta-analysis","volume":"9","author":"Tran","year":"2024","journal-title":"Lancet Public Health"},{"key":"B4","doi-asserted-by":"publisher","first-page":"149","DOI":"10.6018\/analesps.428921","article-title":"Exposure of adolescents and youth to gambling advertising: a systematic review","volume":"37","author":"Labrador","year":"2021","journal-title":"An Psicol"},{"key":"B5","volume-title":"Normalization of Online Sports Betting Through Marketing: A Qualitative Study of the Super Bowl LV Betting and Consumer Perception in Finland","author":"Martikainen","year":"2021"},{"key":"B6","volume-title":"Drivers of Gambling Marketing Restrictions\u2013an International Comparison","author":"Wilson","year":"2024"},{"key":"B7","doi-asserted-by":"publisher","first-page":"434","DOI":"10.1080\/00913367.2023.2288829","article-title":"# sponsored: a systematic literature review and theoretical framework of gambling sponsorship research","volume":"53","author":"De Jans","year":"2024","journal-title":"J Advert"},{"key":"B8","doi-asserted-by":"publisher","first-page":"589","DOI":"10.1111\/add.16761","article-title":"What is the impact of sports-related gambling advertising on gambling behaviour? A systematic review","volume":"120","author":"McGrane","year":"2025","journal-title":"Addiction"},{"key":"B9","doi-asserted-by":"crossref","DOI":"10.4324\/9781003593706","volume-title":"Luxury Marketing and Brand Strategy: Theory and Practice for a Changing World","author":"Ol\u0161anov\u00e1","year":"2025"},{"key":"B10","doi-asserted-by":"publisher","first-page":"163","DOI":"10.1080\/17511321.2019.1582558","article-title":"Gambling sponsorship and advertising in British football: a critical account","volume":"14","author":"Jones","year":"2020","journal-title":"Sport Ethics Philos"},{"key":"B11","doi-asserted-by":"publisher","first-page":"790","DOI":"10.1016\/j.recesp.2021.06.016","article-title":"Declaraci\u00f3n PRISMA 2020: una gu\u00eda actualizada para la publicaci\u00f3n de revisiones sistem\u00e1ticas","volume":"74","author":"Page","year":"2021","journal-title":"Rev Esp Cardiol"},{"key":"B12","volume-title":"Celebrity Endorsements and Inducements in Sports Betting Advertising: A Mixed-Methods Analysis of NFL Marketing Practices and Its Impact on Consumer Trust and Risk Perception","author":"Bolduc","year":"2025"},{"key":"B13","doi-asserted-by":"publisher","first-page":"107","DOI":"10.1186\/s12954-025-01219-7","article-title":"Impact of Spanish gambling regulations on online gambling behavior and marketing strategies","volume":"22","author":"Aonso-Diego","year":"2025","journal-title":"Harm Reduct J"},{"key":"B14","doi-asserted-by":"publisher","first-page":"3606","DOI":"10.3390\/nu16213606","article-title":"Detrimental Industries\u2019 sponsorship in football clubs across ten Major leagues from 2000 to 2022: a retrospective study","author":"Kami\u0144ski","year":"2024","journal-title":"Nutrients"},{"key":"B15","doi-asserted-by":"publisher","first-page":"636","DOI":"10.1093\/pubmed\/fdac167","article-title":"Targeting the next generation of gamblers? Gambling sponsorship of esports teams","volume":"45","author":"Biggar","year":"2023","journal-title":"J Public Health"},{"key":"B16","doi-asserted-by":"publisher","first-page":"419","DOI":"10.1556\/2006.2025.00564","article-title":"This is \u2018offside\u2019: gambling advertising during Czech football broadcasts","volume":"15","author":"Kova\u0159\u00edk","year":"2026","journal-title":"J Behav Addict"},{"key":"B17","doi-asserted-by":"publisher","first-page":"134","DOI":"10.1017\/ipm.2020.78","article-title":"Gambling advertising during live televised male sporting events in Ireland: a descriptive study","volume":"40","author":"Columb","year":"2023","journal-title":"Irish J Psychol Med"},{"key":"B18","doi-asserted-by":"publisher","first-page":"e28","DOI":"10.1017\/exp.2022.26","article-title":"The frequency and content of televised UK gambling advertising during the men\u2019s 2020 euro soccer tournament","volume":"3","author":"Newall","year":"2022","journal-title":"Exp Results"},{"key":"B19","doi-asserted-by":"publisher","first-page":"237","DOI":"10.1080\/16066359.2023.2245330","article-title":"Gambling adverts in live TV coverage of the Qatar 2022 FIFA men\u2019s world cup","volume":"32","author":"Sharman","year":"2024","journal-title":"Addict Res Theory"},{"key":"B20","doi-asserted-by":"publisher","first-page":"1539","DOI":"10.1007\/s10899-024-10299-2","article-title":"Mapping youth awareness of sports betting advertising during the 2022 FIFA world cup","volume":"40","author":"Di Censo","year":"2024","journal-title":"J Gambl Stud"},{"key":"B21","doi-asserted-by":"publisher","first-page":"1370","DOI":"10.1007\/s11469-023-01173-0","article-title":"Young people\u2019s perceptions of the effects and value of sports betting inducements","volume":"23","author":"Di Censo","year":"2025","journal-title":"Int J Ment Health Addiction"},{"key":"B22","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1080\/14459795.2024.2400356","article-title":"Gambling advertisements in Ontario: exploring the prevalence and regulatory compliance of televised and social media marketing during sports matches","volume":"25","author":"Wheaton","year":"2025","journal-title":"Int Gambling Stud"},{"key":"B23","article-title":"Hidden in plain sight: exploring the subtle role of gambling sub-brand sponsorship in sport and its perceived impact on fan perceptions","volume-title":"Symposium van de Vereniging Voor Bewegings en Sportwetenschappen (VBSW)","author":"Jacobs","year":"2025"},{"key":"B24","article-title":"Blurring boundaries: how gambling sub-brands in sport sponsorship shape sport fans perceptions","volume-title":"Etmaal van de Communicatiewetenschap","author":"Jacobs","year":"2026"},{"key":"B25","volume-title":"Gambling Marketing and the Premier League: The Continued Failure of Industry Self-Regulation","author":"Rossi","year":"2024"},{"key":"B26","doi-asserted-by":"publisher","first-page":"170","DOI":"10.1016\/j.puhe.2024.06.025","article-title":"The impact of gambling advertising and marketing on online gambling behavior: an analysis based on Spanish data","volume":"234","author":"Garc\u00eda-P\u00e9rez","year":"2024","journal-title":"Public Health"},{"key":"B27","doi-asserted-by":"publisher","first-page":"302","DOI":"10.1080\/16066359.2024.2444224","article-title":"The association between the \u2018whistle-to-whistle\u2019ban and the presence of gambling advertising on UK television","volume":"33","author":"McGrane","year":"2025","journal-title":"Addict Res Theory"},{"key":"B28","doi-asserted-by":"publisher","first-page":"134","DOI":"10.1080\/16066359.2024.2355183","article-title":"How did the \u2018whistle-to-whistle\u2019ban affect gambling advertising on TV? A live football matching study","volume":"33","author":"McGrane","year":"2025","journal-title":"Addict Res Theory"},{"key":"B29","volume-title":"What is the Impact of Restrictions on Television Gambling Advertising During Live Sport? An Investigation Using Quasi-experimental and Econometric Methods","author":"McGrane","year":"2025"},{"key":"B30","doi-asserted-by":"publisher","first-page":"100062","DOI":"10.1016\/j.anzjph.2023.100062","article-title":"Local government venues\u2019 sponsorship and signage policies to limit the promotion of harmful products: a western Australian public health audit","volume":"47","author":"Jameson","year":"2023","journal-title":"Aust N Z J Public Health"},{"key":"B31","doi-asserted-by":"publisher","first-page":"144","DOI":"10.1093\/eurpub\/ckae144.1790","article-title":"Sporting clubs\u2019 perceptions about harmful industry sponsorship: lessons from gambling research","volume":"34","author":"McCarthy","year":"2024","journal-title":"Eur J Public Health"},{"key":"B32","doi-asserted-by":"publisher","first-page":"497","DOI":"10.1089\/glr2.2023.0028","article-title":"Gambling, cryptocurrency, and financial trading sponsorship in high-level men\u2019s soccer leagues: an update for the 2023\/2024 season","volume":"27","author":"Torrance","year":"2023","journal-title":"Gaming Law Rev"},{"key":"B33","doi-asserted-by":"publisher","first-page":"933","DOI":"10.1080\/02650487.2024.2350852","article-title":"Are gambling company sports sponsorships a losing game? Investigating consumer responses on gambling, brand and team outcomes","volume":"43","author":"De Jans","year":"2024","journal-title":"Int J Advert"},{"key":"B34","doi-asserted-by":"publisher","first-page":"2155","DOI":"10.1186\/s12889-022-14479-w","article-title":"Gambling, fast food and alcohol sponsorship in elite sport\u2013perspectives from Australian sporting fans","volume":"22","author":"Boelsen-Robinson","year":"2022","journal-title":"BMC Public Health"},{"key":"B35","doi-asserted-by":"publisher","first-page":"daae149","DOI":"10.1093\/heapro\/daae149","article-title":"Community sports leaders\u2019 perceptions of the risks and benefits of gambling sponsorship in community sport","volume":"39","author":"McCarthy","year":"2024","journal-title":"Health Promot Int"},{"key":"B36","volume-title":"Integrity Matters: Denormalising Gambling in Belgian and Dutch Sports Clubs","author":"Constandt","year":"2023"},{"key":"B37","volume-title":"Gambling Advertising Within Professional Football in the United Kingdom and the Emotional Impacts it has on Adult Male Football Fans","author":"Goulding","year":"2023"},{"key":"B38","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1080\/16066359.2025.2468444","article-title":"Pedaling partnerships: exploring the influence of gambling companies as cycling team name sponsors on cycling fans","author":"Hartmann","year":"2025","journal-title":"Addict Res Theory"},{"key":"B39","article-title":"Exploring the normalization link between gambling marketing exposure and sports betting during a mega sport event: the case of EURO 2024","volume-title":"North American Society for Sport Management Conference 2025","author":"Constandt","year":"2025"},{"key":"B40","first-page":"64","article-title":"Does the sponsorship of sports entities by gambling organizations conform to the set of benefits as conceptualized in the model of sports sponsorship?","volume-title":"AMTP Proceedings 2022","author":"Fullerton","year":"2022"}],"container-title":["Frontiers in Sports and Active Living"],"original-title":[],"link":[{"URL":"https:\/\/www.frontiersin.org\/articles\/10.3389\/fspor.2026.1900549\/full","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,8,6]],"date-time":"2026-08-06T05:32:01Z","timestamp":1785994321000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.frontiersin.org\/articles\/10.3389\/fspor.2026.1900549\/full"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,8,6]]},"references-count":40,"alternative-id":["10.3389\/fspor.2026.1900549"],"URL":"https:\/\/doi.org\/10.3389\/fspor.2026.1900549","relation":{},"ISSN":["2624-9367"],"issn-type":[{"value":"2624-9367","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,8,6]]},"article-number":"1900549"}}