The purpose of this study was to explore the link between recall of gambling communication and betting behaviour during EURO 2024. The study also examined perceived descriptive norms and illusion of control as possible mechanisms that might explain this relationship. The researchers launched a survey after the final match of the EURO 2024 tournament. Respondents were 1,611 Flemish adults who had watched at least one match of the EURO 2024 tournament.
The results suggested that respondents’ recall across all forms of gambling communication was generally low. Respondents were more likely to remember gambling communication while watching the matches (e.g., billboard and shirt sponsorship) than other forms of gambling communication (e.g., social media, direct messages, emails). Respondents who watched more matches were more likely to recall gambling communication and to bet during EURO 2024. Greater recall of gambling communication was linked to greater perceived descriptive norms and illusion of control. In turn, these erroneous gambling-related beliefs were linked to a greater likelihood of betting during EURO 2024.
