by CEO Shane Lucas
Sport has always played an important role in shaping Australia’s cultural identity.
Often the glue that holds a community together, sport unites people from different walks of life. It encourages teamwork, leadership, health and wellbeing and – perhaps most importantly – social interaction.
And it is just plain fun.
That was my experience growing up. In 2023, however, I am concerned that sport is no longer just sport. It has been monetised by the gambling industry.
Various national codes – AFL, cricket, rugby league – have multi-million dollar deals with betting agencies. And children are growing up to believe that the value of sport is measured by the odds, that ‘betting with mates’ is just what you do, that gambling is a rite of passage into adulthood.
On free-to-air TV alone, around 346,000 gambling ads were shown in Victoria in 2021, more than half between 9 am and 8.30 pm. The ads are slick, funny and well produced. They show kids that betting on sport is entertainment and that there are no risks, because everybody seems to win.
Sports betting is the fastest-growing form of gambling in Victoria and we know that 38% of Victorians who bet on sport more than once a month experience gambling harm.
Young men aged 18–24 are the largest group of sports bettors (32%) in the state and participation by young women is rising. Surely it’s no coincidence that this is the first generation to have been bombarded by gambling ads since childhood.
We need to help young people understand that there is a harmful side to sports betting, a side not depicted in the ads, and equip them with the skills to think critically about the risks.
Whether you’re a parent, a coach, a teacher, an elite sportsperson or another influential adult – we are all role models for the young people in our lives and we can all play a part in showing kids that sport shouldn’t be about betting.
The Love the Game program in Victoria has more than 700 professional and community club partners in various codes that refuse to take sports betting sponsorship, while similar programs such as Reclaim the Game in NSW and Here for the Game in SA are gaining momentum.
The Love the Game Challenge, supported by AFL stars such as Trent Cotchin, Scott Pendlebury, Ben Brown, Jeremy Cameron, Mitch Lewis and Harry McKay, involves actions like turning off your phone during live matches, finding ways to talk about sport that don’t refer to the odds, and deleting betting apps from your phone.
These players – and the 10 Victorian AFL clubs that are Love the Game partners – are rivals on the field. But on the issue of sports betting they stand united in prioritising the wellbeing of young people, and helping us all to remember to love the game, not the odds.
Key Facts:
Around 346,000 gambling ads were shown in Victoria in 2021, more than half between 9 am and 8.30 pm.
Various national codes – AFL, cricket, rugby league – have multi-million dollar deals with betting agencies.
Young men aged 18–24 are the largest group of sports bettors (32%) in the state.
About us:
Anyone negatively affected by their own or someone else’s gambling can access free and confidential advice, support and referral by calling the 24/7 Gambler’s Help line on 1800 858 858.
Contact details:
Fiona Skivington 0428 248 931
