Advertising and Promotion in Betting in Russia

Student: Krasnikova Ekaterina

Supervisor: Oleg N. Kashirskikh

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

Nowadays sport sponsorship is one of the most significant way of promotion for betting companies. They strike agreements with sports teams, players, leagues, federations. However, betting is a controversial sphere because it can be harmful for some people. The aim of this study is to examine people’s attitude towards betting sponsorship campaigns. An important part of this study is to find the factors that influence people’s attitude toward bookmakers. With the help of the survey, it was found that assessment of the congruence of the sponsor and the team, interest in sponsorship advertising, and identification of themselves as fans influence people's attitude towards the bookmaker. The results can be used for further research on betting advertising, as well as for practical purposes. It can help to build communication strategies with the audience in a more personalized way.

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