Sports sponsorship, gambling bans, and regulatory compliance: a systematic review

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.

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).

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.

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.