An investigation by the ABC found that a substantial number of top-tier sports teams in one Australian state are financially dependent on gambling companies, sparking alarm over the persistent and influential presence of gambling sponsorships and advertising in the sports arena. The study covered seven sporting codes and analyzed 74 teams across leagues such as the NRL, AFL, Rugby Australia, Football Australia, Cricket Australia, Netball Australia, and the NBL.

The report identified that in Queensland, a majority of the examined teams, including six of the most commercially prominent clubs, had secured at least one sponsorship deal with gambling companies. In stark contrast, Victoria and South Australia showed far fewer such partnerships, with only one team in Victoria and none in South Australia being linked to gambling sponsors. Experts suggest that these regional discrepancies stem from a lack of unified national guidelines on gambling sponsorships alongside varying commitments to social responsibility across states.

In New South Wales, several sports teams have embraced government initiatives like Reclaim the Game, designed to curb gambling advertising during home games and educate the stakeholders about the risks involved in gambling. Similar measures have been implemented in Victoria and South Australia with programs such as Love the Game and Here for the Game, although their effectiveness is yet to be fully assessed.

The ABC analysis also underscored the expansive nature of gambling marketing, which goes beyond stadium signage and jerseys to include social media, podcasts, and other communication platforms. This broad presence of gambling advertisements is linked to the broader issue of fostering brand loyalty among young fans. Public health experts caution that such pervasive marketing tactics are contributing to the normalization of gambling in sport, raising serious concerns about the social and health implications for future generations.

Critics of the current system, including independent senator and former Wallabies captain David Pocock, argue for increased transparency regarding the financial kickbacks sports organizations receive from betting companies. The revelations come amid calls for a more stringent regulatory framework, following recommendations from a parliamentary inquiry into online gambling harm, including proposals for a phased ban on gambling advertising.

Public health professionals and former industry participants are urging sporting bodies to reassess their partnership strategies, drawing parallels with the successful efforts to end tobacco sponsorship decades ago. They assert that while there are signs of progress, more decisive government action is needed to safeguard public health and protect the integrity of sporting environments.