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Table 1 Thematic coding categories and definitions

From: A comparative content analysis of media reporting of sports betting in Australia: lessons for public health media advocacy approaches

Category / Sub Category

Definition

Category One – Miscellaneous

  Background/other:

General information about the sports betting industry, multiple topics may be discussed, with no one topic being the overall focus.

Category Two - Industry Finance and Partnerships

  Merging/company partnerships:

The development or changing nature of partnerships between sports betting companies and other companies or individuals e.g. sports betting company’s partnering with broadcasters.

  Company finances:

Company finances or changes in financial status.

Category Three – Technology

  Product development:

Sports betting product development or advances in technology e.g. development of ‘in-play’ betting applications.

Category Four - Marketing and Communication

  Normalisation:

The causes and consequences of the normalisation of sports betting.

  Marketing and promotions:

The marketing and promotions of sports betting, including advertising, inducements and sponsorship.

  Young men:

The impact or potential impact of sports betting marketing on young men.

  Children:

The impact or potential impact of sports betting marketing on children.

  Sanctions for inappropriate marketing:

The use of fines or sanctions for inappropriate marketing or promotions by sports betting companies (or broadcasters where relevant).

Category Five - Gambling Integrity

  Illegal offshore betting:

Illegal offshore betting and the impact this has on legal sports betting.

  Criminal activity:

Criminal or illegal activity outcomes associated with sports betting.

Category Six - Sports Integrity

  Player betting/match fixing:

Match fixing, and the potential impact on the integrity of sport.

  Regulatory reform:

Proposed regulations to protect the integrity of sport.

Category Seven – Reform

  Implemented reform:

Reform or regulatory changes (including industry self-regulation) that have already been implemented.

  Need for regulation change:

The need for regulation/reform change.

  Parliamentary Inquiry:

The implications of the inquiries into sports betting, including terms of reference, and key findings and outcomes of the inquiry

Category Eight - Gambling Harm

  Problem gambling:

Problems gambling or instances of problem gambling directly relating to sports betting. Includes personal examples or stories highlighting the problem in the community.