Examining normalized betting and alcohol sponsors in professional sports: exploring perceptions and sponsorship fit from fans point-of-view

Objectives of the study The main objective of this master’s thesis was to examine the normalization of vice good sponsors in the sporting context. This research focused on vice good brands’ sponsorship fit and responsibility from the sports fans’ perspective. Alcohol and betting sponsors have become normalized in sports despite the well-known negative health impacts they have. Thus, examining people who are close to the context e.g., fans is integral in finding out why the reception in sports is neutral or even positive generally towards vice good sponsorships. Methodology Qualitative interviews were chosen as the source of primary data in order to understand the reasoning and opinions of the respondents more thoroughly. Ten in-depth semi-structural interviews were conducted to collect knowledge of normalized vice good sponsors in professional sports. Findings This study recognized several influential and crucial factors that have led to the normalization of vice good sponsors in sports. People have accepted them as part of the experience due to tradition, entertainment, sponsorship fit, and financial support. In addition, responsibility plays a crucial factor as fans expect it from all stakeholders nowadays. Overall, sports fans expect alcohol and sports betting to be part of the sport experience as they have traditionally been. Fans often enjoy alcohol while watching sports or place bets to add entertainment to the game. Vice good sponsors are seen as a good fit to sports as the fans are often also users of the vice goods as well. Money very often correlates to success in sports, at least fans seem to think that way. Vice good sponsors are viewed as one of the highest paying sponsors and thus their support is also important for the fans