One of the lads? Exploring the intersections of masculinities, football, and gambling

In the digital age, gambling has evolved from traditional physical spaces to virtual platforms easily accessible via smartphones. This shift has significantly impacted the gambling industry's profits, particularly in sports betting, which is heavily intertwined with football. Gambling companies have strategically aligned their products with masculinity and football fandom, fostering what some call the "gamblification" of football culture. In this climate, research has highlighted the multitude of harms associated with gambling, especially among vulnerable groups like young men. Public health interventions, such as the Football Fans in Training (FFIT) program, have leveraged the cultural significance of football clubs to promote healthy lifestyles and behaviour change. We carried out research that aimed to adapt this kind of intervention to address gambling harm among men through a programme we named Football Fans and Betting (FFAB). However, despite its intentions, FFAB faced a number of challenges related to the normalization of gambling within football environments and the stigma associated with seeking help for gambling problems. This paper examines the intersection of masculinity, football, and gambling harm prevention through the lens of the FFAB program. It suggests that disrupting the harmful relationship between gambling, sports, and masculinity requires contesting entrenched cultural norms and industry practices. It calls for tighter regulatory control, challenging responsible gambling discourse, and creating discursive spaces where men can address gambling harm without stigma. By reframing gambling harm as a systemic issue, attention can be redirected toward industry accountability and the creation of safer environments for vulnerable individuals.