Examining the Nature of Sports Betting Among Motorcycle Riders: a Case of Motorcycle Riders Community in Umoja Estate, Nairobi County

Abstract

Sports is a widespread activity among the youth with most of them being at high risk of developing betting-related problems. Globally, between 39% and 92% of young people have participated in sport betting at least once in their life. In addition, up to 52% of youth engage in sport betting on a weekly basis or more while 4% on daily basis. Statistics in Africa indicate that 50% of young people bet in most sub-Saharan countries. In Kenya, the emergence of sports betting systems has become a nationwide problem as statistics show that more than 300,000 young in Kenya play the multi-shilling jackpot every week. This study thus sought to examine the nature of sports betting on motorcycle riders in Umoja estate, Nairobi County. The social learning theory and the social action theory was reviewed as the key theories guiding this study. The study site was Umoja estate situated in Embakasi West constituency in Nairobi County. Umoja estate is divided into Umoja 1 and Umoja 2. This study adopted a descriptive survey targeted 510 motorcycle riders in the various motor bike shades and stages within Umoja Estate. A sample of 84 motorcycle riders were selected using systematic sampling. The study collected primary data from the respondents using structured and semi structured questionnaires; from three key informants using interview guide and finally from a focus group discussion. Secondary data was sourced from books, the internet, academic thesis, articles and journals. Descriptive analysis was employed to analysis the data collected. Analyzed data was presented in graphs and tables as per the study objectives. The study established that sport betting is prevalent among motorcycle rider’s community with 100% of the respondents admitting to have been involved in sports betting. Advancement in sports betting technology was highlighted as the main factor that led to widespread adoption of sports betting with 92% of respondents highlighting it as the main contributor to widespread while 79% of respondents stated that they knew about sports betting through social media. The favored sports betting platform was Sportpesa (74%) which aligns with its popularity and sponsorship in Kenyan sports. The respondents indicated a substantial spending on betting exceeding Kshs 500 at 37% which causes financial strains and impacting families and SACCO obligations. The study also explores the complex relationship between media advertising, government regulations, and sports betting among riders. Dominance of online ads (79%) via social media underscores its accessibility and riders' reliance on smartphones. Perceptions of media normalizing betting (81%) and amplifying awareness (93%) underscore the need for protective regulations. Sports sponsorship (84%) and celebrity endorsements (86%) influence participation, while advertising significantly boosts brand recognition and incentives (91%). The study recommends active sensitization on the legal betting practices and coming up with regulations that will minimize over usage of betting platforms.