Emerging versus mature markets: Sports betting in Brazil and the United Kingdom

francisco claudio freitas silva; Ramon Silva Leite; Sérgio Fernando Loureiro Rezende

doi:10.20397/2177-6652/2023.v23i3.2408

Authors

francisco claudio freitas silva Pontifical Catholic University of Minas Gerais (PUC Minas) – Brazil http://orcid.org/0000-0001-6328-3392
Ramon Silva Leite Pontifical Catholic University of Minas Gerais (PUC Minas) – Brazil http://orcid.org/0000-0003-2212-9510
Sérgio Fernando Loureiro Rezende Pontifical Catholic University of Minas Gerais (PUC Minas) – Brazil http://orcid.org/0000-0002-6439-1544

DOI:

https://doi.org/10.20397/2177-6652/2023.v23i3.2408

Keywords:

sports betting, gambling, emerging market, Brazil, United Kingdom.

Abstract

Objective: Contrast Brazilian sports betting market with that of the United Kingdom - which is more mature and has a long-lived regulation - using the following dimensions: economic, legal, integrity, advertising, and public health.

Methodology: We collected secondary data from various Brazilian sources: (i) media, (ii) community, and (iii) government. To compare the Brazilian and the UK markets, we collected data from multiple government UK websites.

Originality: Although research has furthered knowledge of sports betting, it has emphasized some dimensions over others.

Main results: Brazilian actors are more concerned with the positive aspects of the economic and legal dimensions. Thus, they have not paid much attention to the negative aspects of integrity, advertising, and public health dimensions. By contrast, the debate about sports betting is more balanced in the UK. The UK actors acknowledge multiple dimensions of sports betting and how they affect each other.

Theoretical contributions: This paper adds knowledge by providing a holistic study of the sports betting market and contributes by analyzing an emerging market that is disregarded in the literature.

Social contributions: The comparison between two sports betting markets at different developmental stages (Brazil and UK) provides valuable lessons for Brazilian actors to frame a more balanced debate about sports betting. In addition, emerging markets unfamiliar with fixed odd sports betting can learn how to handle sports betting more adequately.

Author Biographies

francisco claudio freitas silva, Pontifical Catholic University of Minas Gerais (PUC Minas) – Brazil

Doctoral Student in Management at Pontifical Catholic University of Minas Gerais (PUC Minas) – Brazil

Ramon Silva Leite, Pontifical Catholic University of Minas Gerais (PUC Minas) – Brazil

PhD in Management from Universidade Presbiteriana Mackenzie (BR)

Professor of the Postgraduate Program in Management

at PUC Minas, Brazil.

Sérgio Fernando Loureiro Rezende, Pontifical Catholic University of Minas Gerais (PUC Minas) – Brazil

PhD in Marketing from Lancaster University (UK)

Reader at PUC Minas, Brazil.

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Emerging versus mature markets: Sports betting in Brazil and the United Kingdom

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francisco claudio freitas silva, Pontifical Catholic University of Minas Gerais (PUC Minas) – Brazil

Ramon Silva Leite, Pontifical Catholic University of Minas Gerais (PUC Minas) – Brazil

Sérgio Fernando Loureiro Rezende, Pontifical Catholic University of Minas Gerais (PUC Minas) – Brazil

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