The gamblification of sport: A critical review of narratives, evidence and research gaps

Abstract

The gamblification of sport — the integration of gambling into sports ecosystems — has changed how sport is consumed and managed. While sport and political institutions have supported the phenomenon, the literature frames it as a social problem, emphasizing the normalization of gambling, the risks to sporting integrity, and the potential social harms. Based on a critical literature review, this article identifies four spheres of influence: the normalization of gambling, challenges to sporting integrity, transformations in sport consumption, and the financing and promotion of sport. Empirical gaps and conceptual tensions between risk-based approaches and market-driven justifications are highlighted.