Maurice Murphy

Document Type

Conference Object

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.


Business | Business Administration, Management, and Operations | Marketing | Public Health | Sports Studies

Publication Details

This conference paper was presented at the International Congress on Public and Nonprofit Marketing, held at Gyor, Hungary, 3-5 July 2019, proceedings available online:


The gambling industry is huge in Ireland. The betting firm Paddy Power alone had an operating profit of €163.8million in 2014. The activity has become more popular and accessible in recent years due to its move online. In fact, anybody with a smartphone can gamble wherever they may be. While research within Ireland has been limited, there are some startling statistics related to gambling addiction in Ireland with roughly 7% of gamblers at risk of developing a gambling problem and approximately 30-35% of the gambling industry’s revenues coming from those who have gambling issues. According to the Institute of Public Health in Ireland, gambling addiction affects young people at 2-3 times the rate of adults. This research aims to investigate the extent of gambling and problem gambling in an amateur sporting organisation (Gaelic Athletic Association – GAA) in Ireland using the Health Belief Model.