Prediction markets provide a promising approach for future event prediction. Most existing prediction market approaches are based on auction mechanisms. Despite their theoretical appeal and success in various application settings, these mechanisms suffer from several major drawbacks. First, opinions from experts and amateurs are treated equally. Second, continuous attention from participants is assumed. Third, such mechanisms are subject to various forms of market manipulation. To alleviate these limitations, we propose to employ the classic fixed odds betting as an alternative prediction market mechanism. We build a structural model based on a belief-decision framework as the event probability estimator. This belief-decision framework models bettors' beliefs with mixed beta distributions and bettors' decisions with prospect theory. A maximum likelihood approach is applied to estimate the model parameters. We conducted experiments on three real-world betting datasets to evaluate our proposed approach. Experimental results show that fixed odds betting based prediction outperforms the reduced form models based on odds and betting results, and achieves a comparable performance with auction-based prediction markets. The results suggest the possibility of employing fixed odds betting as a prediction market in a variety of application contexts where the assumptions made by auction-based approaches do not hold.

Unlike traditional stock exchanges, where bonds, shares and financial derivatives are traded, on the betting exchanges there are traded probabilistic estimates of the results of sporting or social events. The market price of bets, namely the market implied probability is influenced by estimate of the outcome. The specificity of betting exchanges is also a short period to maturity of contracts, and the possibility to trade with the estimated result of one real world event in several sub-markets simultaneously. In theoretical analysis, we have defined the bet, the underlying asset, and the binary betting contract, which is traded on betting exchanges. We have described some practical aspects of trading. Properties of the probabilistic contracts are demonstrated on several examples. Finally, we constructed the mathematical model of a tennis match, which is based on a binomial valuation model. This allows us to compare the market price of a contract with the price recommended by the model.

This thesis deals with questions of funding sport from lottery incomes and other similar games. The aim of this study is to present a relation between gambling and sport in a complex way. The preliminary theoretic part explains terminology and principle of venture operations, including historical evolution. Furthermore, this thesis is focused on determination of positive and negative externalities of gambling towards sport. Practical part describes a crucial legal form of gambling in Czech Republic. Apart from that this thesis evaluates consequences caused of legal modifications in recent years. Following is the analysis of funding sport from incomes of loterries in selected EU countries. The final part deals with (de)regulation of betting sector in Europe.

This thesis deals with the impacts of amendments of Act on Lotteries and Other Like Games effective since 2012 on sports betting operators, state budget of the Czech Republic and funding of Czech sport. Furthermore, this paper analyses the issue of cross-border provision of gambling services in the EU and examines the compliance of Czech regulatory framework with EU law. Finally, it proposes solutions to identified weaknesses.

The thesis provides a comprehensive overview of the working of betting companies and characterizes the Czech lottery and gambling market. It analyzes the main reasons why the economics of sport deals with the economics of gambling. Special attention is paid to the bookmakers market. Furthermore, it analyzes the domestic and European legislation concerning with betting. It is explained the way of collecting of lottery an gambling levies and taxes.

Title: Marketing communication of the betting agency Sazkabet Objectives: The main goal of this thesis is to design a marketing communication, that will help to retain existing customers and to address new ones who belong to target group. Methods: There were used qualittative methods in this thesis. Specifically, there were three semi-structured interviews with employees of the betting office Sazkabet, who work with individual marketing tools. An analysis of texts, documents, websites and social media was also used. Results: The analysis found that the betting agency Sazkabet does not use all marketing tools as effectively as it could. I suggest to the company specific improvements in advertising, sales promotion, digital marketing, influence marketing and sponsorship. Likewise, I recommend a plan for the use of individual marketing instruments for 2021 Keywords: Marketing communication mix, odds betting, hazard, Sazka a.s.

01 Abstract Betting on sporting events can be perceived by the general public as a game of chance. In the professional literature, however, betting on football matches is treated in the same way as other financial markets, where in the event of a violation of the theory of efficient markets due to the occurrence of inefficiency, there are opportunities for investors to obtain abnormal returns. The main goal of this work is to create a model capable of predicting the results of football matches on the basis of historical data better than bookmakers are able to do and test the effectiveness of the Czech betting market for football matches of the Czech highest football league. The first part of the thesis contains a more detailed presentation of the theory of efficient markets, a comparison of financial and betting markets and sources of possible inefficiency in betting markets. The second and third parts present data, models and their possible modification to increase the accuracy of estimates. The fourth part describes the results of testing individual models and subsequent simulations of betting strategies. The fifth part contains a conclusion and discussion of the results, including an indication of possible alternatives to follow-up research. The results of simulations of betting strategies confirm...

Research questions: What role do culture and legislation have when it comes to the message content of betting companies? Do the culture and legislation influence the companies to use either emotional or rational marketing? Do culture and legislation influence the companies to use either hard or soft-sell in marketing? Purpose: The intention of writing this paper is to give the reader a full concept on the market of betting/gambling and get an explanation of how the changes in communication can differ in the Swedish, British and American markets depending on legislation barriers and cultural diversity. We strive to build a more comprehensive explanation of how these factors influence Svenska Spel, Bet365, and MGM to use either an emotional or rational marketing strategy and a hard- or softselling approach when they construct a favorable message content. Method: This is a qualitative research study with an abductive approach. The information used in the study is thoroughly researched, and the laws and cultural norms that are investigated are relevant within the study’s framework. The literature study was carried out by collecting theory from credible scientific articles, public regulations, and a carefully worked out Hofstede model. Conclusion: The results of this study show that the culture heavily influences the actual message content of each company on the market as well as the laws and legislations. Evidence to support this claim is that the traits of emotional and rational marketing combined with either soft-sell or hard-sell reflect the cultural traits of both the consumers and the market as a whole.

AbstractKeywords: Brand image, brand identity, sponsorship, betting, football, branding. Purpose: How does Swedish Elite Football (SEF) work with its main sponsors Unibet and OBOS based on its brand identity and how is this perceived through brandimage? Methodology: The study is based on a qualitative approach. With semi-structured interviews and document analysis, we have collected material that has been processed through a thematic analysis. Theory: Theoretical starting points in this study are the concepts of brand image, brand identity and positioning. Results and conclusions: Previous research showed that gambling addiction and a normalization of betting were consequences formed in England since 1992 after a high exposure of gambling companies. This led to unhealthy betting behaviour, especially among adolescents, which may have affected the league's reputation. In our analysis, we investigated SEF's use of a privately owned gaming company as the main sponsor from a brand perspective. Based on SEF's brand identity, the organization will now be associated with Unibet in their exposure and marketing, which also means that their association will fall on SEF. Thus, SEF needs to create a good brand image for the gaming company, which it tries to do through different types of projects. Hemmaklubben and Unicoach are social projects that will develop Swedish football by, for example, training coaches further to develop better own products from the academies. SEF and Unibet have also initiated work against gambling addiction. They explain the project as that the problem is something that affects both organizations and should therefore be solved by the organizations. In this way, they want to inform the public that there are many benefits to the new collaboration, which are factors that strengthen SEF's identity. Based on our review of previous material, we can ́t see any previous studies where private betting companies as the main sponsor of a league social projects have done to counteract unhealthy betting behaviour, which SEF and Unibet do. From this point of view, we believe that the view of SEF's brand is partly dependent on the results the social projects will show. At present, SEF believes that they have received a positive response after turbulent discussions when the collaboration became official. Social projects have calmed the storm and supporters are probably waiting for the consequences of the values the collaboration can have. Thus, brand identity is probably dependent on positive results of the projects to be able to show that the organizations do have a value for Swedish Elite Football. This will then lead to a perception (brand image) about the organization. In further studies, we would like to see further research5on the organization's brand image to see how this has actually been received by supporters of SEF and whether the projects have been successful or not.

Competitive sports has grown into a large industry with a turnover of hundreds of billions of dollars. In line with the digitalization and globalization that the world has undergone in recent years, there have been great marketing opportunities for sponsors who want to benefit from the sport and its positivity. Although choosing a sponsor is not always easy, especially not because the sport has its norms and values ​​to take into account, which may differ from the sponsors' purposes.In the idea program Idrotten vill, which was approved by the members at the Swedish Sports Confederation's meeting in 2019, it is written that sports in Sweden should function as a social force that contributes to a more sustainable society by, among other things, promoting public health. Despite this, there are sponsors from industries such as betting, alcohol and fast food, all of which go against public health. The purpose of this study is to increase the understanding of consumer attitudes towards sponsorship collaborations that go against the stated values ​​of sport, by examining any differences between supporters with an emotional connection to a sports team or an athlete, and those supporters without an emotional connection. Through a quantitative survey, questions have been formed based on the theories of Corporate Social Responsibility, Heider's balance theory and Word of mouth. With the help of 176 sports supporters, the study has shown that they are influenced by their surroundings' views on sponsorship collaborations, and that trust in them is strengthened if their products in any way give back to society. However, the results show that a product's affiliation with the sports movement does not necessarily have to be accepted as a sponsor.