AFL club Essendon has turned its back on commercial partnerships with gambling agencies as concern rises over the influence of the betting industry within the game.
The Bombers said the decision was not taken lightly given the highly lucrative nature of deals but added that it was a necessary stand to take against the negative impact of gambling.
Essendon will instead focus their attentions on the club’s existing commercial partners and potentially other “like-minded” companies.
“We certainly respect the right of betting agencies to advertise in sport,” Essendon chief executive Xavier Campbell said.
“But as an industry we need to proactively monitor the way this message is delivered particularly given many of our fans are children.
“In forming this decision we also took into consideration the feeling of our membership base who have expressed a sense of concern.”
Campbell added that the club, backed by nearly 60,000 members and with record commercial revenues this year, is in a position to look beyond the gambling industry, even if that would mean “short-term financial pain”.
“We’re in a very strong position off the field,” Campbell said. “Our commercial and fan base continues to demonstrate their amazing loyalty and resilience.”
The move comes amid increased concern about what has been perceived in some quarters as a gambling epidemic within the AFL.
Last month former player and high-profile reformed gambling addict David Schwarz suggested a number of current players had serious gambling problems and called for government action on betting adverts.
“I absolutely agree there is far too much advertising,” he told SEN. “But while it’s here and while it’s not legislated against, we have to deal with it as best we can.
“What we have to do is put pressure on governments to minimise advertising to the appropriate times, so the kids aren’t as influenced.”
A Nielsen study found that sports betting agencies spent around $50m on television, radio and print advertising in 2013.
