Implicit associations between gambling and sport

The present project demonstrated that sport-related gambling sponsorship and advertising can shape the nonconscious minds of the Australian youth population. Within the sample there was an implicit association between gambling and sport. This association was strengthened when gambling logos were sport-relevant or when the sports were gambling-relevant. Whilst the long term impact of this association is not possible to determine without longitudinal research, previous findings from studies relating to gambling, alcohol, and tobacco, suggest that this is likely to contribute to increased levels of gambling related harm within the community. These findings provide evidence that a broader view of gambling advertising, that includes sponsorship and other forms of incidental consumer brand encounters (ICBEs), should be adopted, bringing it into line with current harm minimisation approaches to alcohol and tobacco.