Table 4.
Characteristics of cryptocurrency-associated marketing across individual broadcasts
| Broadcast | ||||||||||
| Fulham vs Liverpool | Tottenham vs Leicester City | Crystal Palace vs Leeds United | Arsenal vs Nottingham Forest | Wolverhampton Wanderers vs Brighton | Everton vs Southampton | Brentford vs Bournemouth | West Ham vs Chelsea | Manchester City vs Aston Villa | Newcastle vs Manchester United | |
| Cryptocurrency reference characteristic | ||||||||||
| Total shots of visible marketing | 1 | 172 | 29 | 101 | 188 | 308 | 21 | 40 | 67 | 11 |
| Total number of individual logos | 1 | 546 | 255 | 582 | 1,682 | 2,017 | 256 | 76 | 680 | 223 |
| Average number of individual logos per broadcast minute | <1 | 6 | 3 | 6 | 18 | 21 | 3 | <1 | 7 | 2 |
| Most frequent location (%) | Stadium crowd (100) | Shirt front (74.4) | Pitch-side hoardings (100) | Pitch-side hoardings (99) | Pitch-side hoardings (45.7) | Stadium structure (42.5) | Pitch-side hoardings (100) | Shirt sleeve (100) | Pitch-side hoardings (97) | Pitch-side hoardings (100) |
| Most frequent format (%) | Fan/supporter (100) | Branded merchandise (74.4) | Dynamic pitch-side full (100) | Dynamic pitch-side full (76.2) | Dynamic pitch-side full (45.7) | Static or fixed (45.8) | Dynamic pitch-side full (100) | Branded merchandise (100) | Dynamic pitch-side full (97) | Dynamic pitch-side full (100) |
| Most popular brand (%) | FxPro (100) | FBS (74.4) | eToro (86.2) | Sportsbetio (55.4) | Astropay (100) | Stake (85.4) | Coinjar (100) | WhaleFin (100) | OKX (82.1) | eToro (100) |
| Harm-reduction or age restriction message (%) | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 |