Dr Jamie Wheaton is a Lecturer in Marketing at the University of Bristol, joining the University of Bristol Business School in November 2024. After completing his PhD at the University of Salford in 2021, he has also previously held postdoctoral roles in the University of Exeter and the Bristol Hub for Gambling Harms Research (also at the University of Bristol).

A passionate football supporter, Jamie’s research focuses on the marketing and consumption of sport, as well as the intersection between sport and other industries. His ongoing work examines the prevalence of gambling-related marketing in the English Premier League across different forms of media. Findings from this research have been referenced in UK Parliament debates and have gained global media coverage, including from the BBC, The Guardian, and Forbes.

Jamie’s research also extends to grassroots and non-league football, exploring how certain consumption practices—such as gambling—are embedded within fan culture. Additionally, he investigates the role of sponsorship in mitigating financial pressures on lower-league clubs. Beyond academia, he actively collaborates with industry stakeholders and policymakers to inform ethical marketing practices in sport.