6 Ways Gambling in Soccer Broadcasts Mirrors the Political Climate
For a long time now, the confluence of sport and politics has been an area of interest and debate, and soccer broadcasts (축구중계) are no exception.
In recent years, the advertising of betting or gambling during the soccer broadcasts has received a lot of focus.
Such changes are often accompanied by a shifting social and political environment as well as changes in government policies and legal practices.
From marketing and advertising to framing, here are six ways in which the changing nature of betting on soccer broadcasts is indicative of political developments.
1. Legalization of Gambling Reflects Political Shifts
The political environment resonates with the legal framework of gambling in soccer broadcasts, specifically with the betting regulations.
As nations are changing their positions on gambling, some have started to relax these policies, permitting betting corporations to sponsor major competitions and be referenced in soccer broadcasts.
For example, the UK and several countries within Europe have slowly but surely adopted legislation that permits the placing of bets on sports events such as soccer.
Such a shift suggests that there is an increased willingness to accept gambling and its commercialization through the mass media which will inevitably alter the content that is available for watching.
2. Advertising Regulations Concerning Soccer Broadcasts
Changes within the political framework can always lead to changes in advertising regulations.
Within some jurisdictions, there may be restrictions as to when and how gambling adverts are placed during soccer broadcasts.
For example, in certain areas, betting adverts may not be permitted at all during the day or on channels that have children as their target audience.
These political strategies are aimed at addressing the rampant gambling addiction that exists among certain segments of society, and this subsequently affects the circulation of advertisements during soccer matches.
3. Taxation and Revenues from Gambling
It is a common practice for governments to tax gambling revenues in a bid to enhance the existing public funds, and this tends to have an effect on almost all soccer broadcasts in an indirect manner.
Betting firms should scale down their sponsorship expenditures on soccer leagues or teams in jurisdictions that raise gambling taxes and in some cases introduce it.
On the other hand, there are countries that have low tax regimes that will massively increase investment in the sport, leading to aggressive advertising during coverage.
ALSO READ: The Influence of Political Decisions on Football Betting Markets
4. Social Movements and Gambling Sponsorships
The balance between social changes favoring responsible gambling and critiquing gambling-sport relations has convinced the governments to formulate policies that are in control of this relationship.
In some jurisdictions, there is a trend in the direction of stricter oversight of gambling sponsorship in soccer television broadcasts.
This will probably bring about restrictions on the brand exposure that betting companies can have with elite soccer clubs or tournaments.
5. International Politics and Betting Partnerships
International politics affects the activities of gambling companies across borders.
The existence of diplomatic tensions between countries may affect the nature of the sponsorship deals and the manner in which betting companies operate in the broadcast of soccer.
For instance, political conflicts could deny certain foreign betting companies the right to do business in some regions, influencing the soccer broadcasts from those regions.
6. Public Perception and Gambling Normalization
Lastly, the attitude taken by the politicians also shapes the general perception that the public has towards gambling.
In jurisdictions where gambling is increasingly being accepted with political endorsement, the number of betting ads during soccer broadcasts increases.
Politicians who approve of gambling as a form of recreation will advocate for its incorporation into sports media and, so, changes to how gambling is presented to and perceived by the public.
Conclusion
The connection that exists between gambling and soccer broadcasts is deeper than a simple business arrangement. It is also influenced by political factors at global, national, and local levels.
From legislative provisions to societal perceptions, the political background is an important factor when attempting to measure the level of gambling activities people engage in while watching soccer.
The socio-political context and the industry of betting are continuously changing; their impact on the beautiful game will change too.
