According to a new survey of football fans and club members, more than one-third of the supporters of the Australian Football League (AFL) are worried about the rapid increase in gambling advertising when they attend football matches and when football matches are broadcast live on TV.
The research was conducted in late 2021 by a grassroots group that supports the AFL and its clubs, called the AFL Fans Association (AFLFA). It found that the fans’ enjoyment of the game was affected by two main issues – gambling advertising and rule changes – but there are also concerns regarding the fan experience and scheduling of matches on Thursdays and Sundays.
As revealed by The Age, the survey featured 860 responses from fans of all AFL clubs, in the age range from under 18 to 84, with 71% of these individuals being club members.
According to the results of the research, about 12% of AFL fans said that their number 1 concern was associated with gambling ads, while 37% of the interviewed people pointed at gambling advertising when asked to select the issues that they found concerning. About 25% of the football fans revealed that rule changes and umpiring were their biggest issue of concern.
Increased Promotion Normalises Gambling to Younger Audiences, Experts Warn
For the time being, sports betting is considered the fastest-growing form of gambling in Australia.
Under the existing rules, gambling advertising materials and segments are displayed during TV broadcasts after 8:30 PM. They are also allowed to be displayed on signage around the boundary at sports venues across the country.
The Australian Football League has a 5-year deal with Sportsbetas its official betting partner, with the deal reportedly being estimated at about AU$10 million annually. Major media companies, such as Nine Entertainment Co, have advertising contracts with various betting operators.
Cheryl Critchley, president of the AFLFA, described gambling advertising as a growing issue in the country, especially considering the fact that the practice is making gambling look normal to children. Such claims were also made by the former Western Bulldogs’ premiership captain Easton Wood in October 2021, with him saying that excessive gambling advertising makes a whole generation think betting is the right way to enjoy a game of football.
The AFL responded to the growing concerns, saying that it had taken measures to limit gambling advertising at venues. Some football grounds no longer feature gambling advertising materials, while other venues across the country have minimised Sportsbet promotions. Also, they are not allowed to display any odds. As revealed by the AFL, all clubs based in the state of Victoria had links to anti-gambling associations, including the Victorian Responsible Gambling Foundation (VRGF). The country’s football league, however, said it was unable to control broadcast advertising on local TV and radio channels.
According to experts, gambling had become associated with all levels of the Australian Football League and this had supported the financial growth of the sport. Unfortunately, the increasing attractiveness of gambling among the new generation of football fans has raised multiple concerns that younger people’s love for the game is what lures them further into gambling.
- Author
Daniel Williams
