Two prominent New South Wales rugby league teams, the Rabbitohs and Bulldogs, have publicly committed to maintaining an environment free of sports betting advertising during their home NRL games. This steadfast decision aligns with the NSW government’s ongoing efforts to curb gambling-related harm through the Reclaim the Game initiative, which was first launched in 2020.
The initiative, which extends across various sports, encourages teams to decline marketing partnerships with gambling entities. The Rabbitohs and Bulldogs have actively supported this campaign over the last two years, going so far as to feature Reclaim the Game branding prominently at all home games. This branding serves as a constant reminder of their commitment to the cause.
The NSW government has noted a significant upward shift in the awareness of GambleAware responsible gambling services among the fans and members of these teams. Notably, approximately one in three supporters are now familiar with the GambleAware website and helpline, highlighting the positive impact of this partnership.
Alison Parkinson, Director of the Office of Responsible Gambling in NSW, remarked on the pervasive nature of betting ads in the NRL, emphasizing the heightened risk of gambling harm they pose to fans. She praised the Rabbitohs and Bulldogs for their pioneering role in combating the deluge of betting advertisements, commending them for helping create a family-focused gameday atmosphere. She further elaborated on the importance of shaping family traditions around responsible behavior, including attitudes toward gambling.
The Reclaim the Game initiative has garnered support from a wide range of sports, reaching millions of viewers through more than 260 games over the past two years. This includes extensive exposure via television and within stadiums. The program now has 11 partners from five different sports sectors, which include the Australian Football League (AFL), the A-League, cricket, the National Basketball League, and the NRL.
The move by these teams isn’t in isolation. Other organizations in the sports world, such as the Sydney Swans of the AFL, A-League clubs Western Sydney Wanderers FC and Macarthur FC, as well as Cricket NSW, have similarly thrown their support behind the campaign.
Rabbitohs CEO Blake Solly expressed enthusiasm in continuing the partnership with Reclaim the Game, emphasizing their aligned values with regard to fostering a positive social movement. Similarly, Bulldogs CEO Aaron Warburton highlighted the importance of allowing members and fans to enjoy Rugby League without the intrusion of persistent sports betting company advertisements.
The Australian media landscape has an extensive presence of gambling advertisements, despite certain existing constraints. Current rules prohibit gambling ads during live sport broadcasts between the hours of 5am and 8.30pm, a rule that extends to both radio and streaming services. Nonetheless, within a 12-month period leading up to April 2023, more than one million adverts from gambling companies were broadcasted on Australian free-to-air television and metro radio, with half of them focusing on online betting operators.
Broadcasters themselves are not sitting idly by, with some, like the Special Broadcasting Service, offering customers the ability to opt out of receiving gambling ads. However, more thorough action might be on the horizon for Australia, as a parliamentary inquiry into online gambling last year recommended a phased ban on gambling advertising across all forms of media.
This inquiry, pursued by the House of Representatives committee on social policy and legal affairs, released a report that provided 31 reform recommendations for the gambling sector in Australia. Pertinently, among these recommendations was a comprehensive ban on gambling advertising in both broadcasting and online mediums that would erase any opportunities for loopholes.
The ongoing support from rugby league clubs and the wider sporting community displays a united front against the normalization of gambling in sports culture. Through these collective efforts, there is a clear ambition to protect fans and promote a healthy and enjoyable sporting experience devoid of gambling pressures.
