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

<table style="border-collapse: collapse; width: 140pt;" width="186"> <tbody> <tr style="height: 60.0pt;"> <td class="xl27" style="width: 140pt; height: 60.0pt;" width="186" height="80">This study investigates sports betting advertising strategies and their impact on college students following the 2018 legalization wave. Content analysis of NFL broadcasts revealed ubiquitous celebrity endorsements and promotional inducements, with minimal visibility of responsible gambling information. Survey results from 224 college students demonstrated that celebrity appearances significantly enhanced betting operators' perceived trustworthiness and reduced risk perception, outperforming monetary inducements in effectiveness. Athletes and sports personalities generated particularly strong trust effects. Responsible gambling messages went largely unnoticed, creating a concerning asymmetry between promotional and protective elements. These findings suggest that parasocial relationships with celebrities may be more influential than financial incentives in shaping how young adults evaluate betting operators and gambling risks, with important implications for regulatory approaches and consumer protection strategies.</td> </tr> </tbody> </table>