NRL and AFL saturated with gambling and alcohol sponsors
· news
The Sports Stadiums of Shame: Australia’s Flawed Approach to Advertising Regulation
A report from the Foundation for Alcohol Research and Education (FARE) has exposed a stark reality about advertising in Australian sports, particularly in the National Rugby League (NRL) and Australian Football League (AFL). Every NRL club has an alcohol sponsor this season, while five AFL clubs are backed by gambling companies. These deals are worth tens of millions of dollars each year.
The saturation of alcohol and gambling ads is not a new phenomenon, but their sheer scale is alarming. FARE’s research reveals that these sponsorships are deeply embedded across every level of Australia’s two largest sporting codes, including women’s competitions. Exposure to such advertising has been shown to increase consumption and problem-gambling behavior among young people.
The Labor government’s proposed crackdown on gambling advertising has been met with criticism from all sides of politics. However, FARE’s report highlights the need for more stringent regulations. While limiting gambling ads on TV to three per hour between 6pm and 8:30pm is a step in the right direction, it does not go far enough. The exemption for sporting matches allows alcohol ads to be shown during children’s viewing hours.
The Australian Communications and Media Authority (ACMA) will soon hand down a decision on restricting alcohol ads on television during sporting matches. It is imperative that ACMA takes bold action to address this issue rather than perpetuating a flawed system that prioritizes corporate interests over public health. The sports industry’s complicity in promoting unhealthy products is a damning indictment of its priorities.
Every AFL club advertises alcohol brands at stadiums and through digital channels, while five NRL clubs have alcohol logos on their jerseys. Most clubs also show alcohol ads in stadiums. These deals demonstrate the industry’s willingness to sacrifice public health for profit. The statistics are stark: every AFL club has an alcohol sponsor, and most clubs show alcohol ads during matches.
This issue extends beyond the sports industry itself. It speaks to a broader problem with Australia’s advertising regulation framework, which has failed to keep pace with changing societal attitudes and emerging evidence on the harms caused by these products. The government’s proposed reforms are a welcome step but are incomplete without addressing systemic issues that allow these sponsorships to flourish.
Australia’s sports industry must prioritize public health over corporate interests. This means taking a hard look at advertising deals and implementing regulations that protect vulnerable populations from exploitation. Anything less would be a betrayal of the trust placed in these institutions by the communities they serve.
The decision on restricting alcohol ads during sporting matches is imminent, and it is crucial that ACMA sets a new standard for responsible advertising in Australian sports. The consequences of inaction are clear: continued normalization of unhealthy products in our sporting codes, perpetuating harm to individuals, families, and communities.
Reader Views
- ADAnalyst D. Park · policy analyst
The sports industry's reliance on big alcohol and gambling sponsors is a toxic relationship that's more about profiteering than promoting healthy lifestyles. While limiting TV ads to specific hours is a start, it's still a watered-down measure. The real solution lies in restricting sponsorship of live events, where children are most vulnerable to exposure. If we're serious about mitigating the harm caused by these industries, we need to see some tough love from ACMA and a willingness to limit corporate influence at the sports stadium.
- CSCorrespondent S. Tan · field correspondent
While the proposed restrictions on gambling ads are a step in the right direction, they neglect the elephant in the room: the disproportionate influence of alcohol sponsors in Australian sports. FARE's report highlights the insidious creep of these brands into women's competitions, where exposure to such advertising can have devastating consequences for vulnerable populations. ACMA must go beyond token gestures and address the root issue – the sports industry's willing complicity in peddling unhealthy products to fans. It's time for a hard reset on corporate sponsorships that harm public health.
- CMColumnist M. Reid · opinion columnist
The NRL and AFL's saturation with gambling and alcohol sponsors is a stark reflection of our nation's priorities. But what about the impact on sponsors' employees? Many of these companies have workplace health policies that prohibit their own staff from promoting their products to minors. Why should they be allowed to sponsor sports events, where kids are a captive audience? It's time for ACMA to extend the ban on gambling ads during sporting matches to include alcohol companies, and for sports leagues to take responsibility for the products they peddle.