In the AFL, it is not uncommon for football clubs to be sponsored by gambling firms. However, some clubs are severing their ties with the gaming industry. Essendon Football Club is the latest club to do, announcing recently that it will no longer accept sponsorships from betting companies.
According to a report in The Age, the decision has been made in order to help prevent young viewers from being exposed to gambling messages and advertisements. This has been a major concern for quite some time, as gambling companies have a very large presence in the sporting world, and young people watching sports are being taught to associate betting with sports.
"As an industry, we need to proactively monitor the way this message is delivered, particularly given many of our fans are children," says Xavier Campbell, Chief Executive of Essendon. Essendon is just one of several teams that have taken this stance.
Last year, the North Melbourne Kangaroos decided against accepting sponsorship funding from gambling clubs, betting shops and pokie clubs. Collingwood, Hawthorn and the Western Bulldogs have also refused to enter into sponsorships with gaming firms. While many clubs are cutting ties with the gambling industry, there are many more that continue to stay involved.
There are over 10 AFL clubs that are ‘corporate partners’ with casinos and bookmakers. Several clubs have sponsorship deals with betting agencies, including Carlton, Fremantle and Greater Western Sydney. Casinos are also a popular sponsorship partner as Adelaide, Sydney and West Coast are sponsored by these gaming venues. It is a very lucrative deal for both parties.
Recent reports indicated that gambling firms spend over $50 million per year on advertising, so footballs clubs receive plenty of valuable funding while gambling operators are able to boost their business among sports spectators.
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