In Australia, gambling advertising is a constant presence in sports, but some athletes and organizations are working to change that. Initiatives like Victoria's Love the Game and New South Wales’ Reclaim the Game aim to shift the narrative by promoting responsible gambling in sports.
By distancing sports from the influence of online gambling sites, they show fans that sports do not have to be tied to betting, promoting a healthier perspective—one that prioritizes enjoyment and community over gambling.
Jeremy Cameron: Keeping Gambling Out of Sports Culture
Geelong premiership player Jeremy Cameron has strongly supported the Love the Game program for years. As a father, he’s especially concerned about how gambling advertising normalizes betting for kids.
"I don’t want my daughter to grow up in an environment where betting on sports is accepted as normal," Cameron said. His commitment is backed by Geelong Football Club, which doesn’t accept gambling sponsorships and ensures no betting ads appear during home games.
Alexia Apostolakis: A-League Player Advocating for Change
Alexia Apostolakis has been a vocal supporter of responsible gambling initiatives, including her work with Western Sydney Wanderers in partnership with NSW’s Reclaim the Game campaign. This program challenges the connection between sports and gambling, aiming to foster a healthier perspective on sport.
“It’s important to have an impact beyond the field,” she said, emphasizing the need to separate gambling from the sporting experience. Her advocacy reflects the growing movement to shield young fans from the pervasive influence of gambling advertising.
Mitch Lewis: Focusing on the Fun of Sport
Hawthorn star Mitch Lewis has joined the Love the Game initiative, encouraging people to see sport for what it is—fun and teamwork. He spoke at a Love the Game event in May 2023, highlighting how gambling advertisements take away from the true value of sport. "Sport is about having fun and being part of a team, not betting odds," Lewis said.
Ash Riddell & Jasmine Garner: AFLW Advocates for Change
North Melbourne AFLW players Ash Riddell and Jasmine Garner have also stepped up to promote responsible gambling. They work with community sports clubs to show kids that sport isn’t about gambling but the love of the game.
Media Figures Taking a Stand
It’s not just athletes making an impact. Sports media personalities like Sam Perry of The Grade Cricketer podcast and soccer broadcaster Max Rushden have turned down sponsorships from betting companies. "No matter how it’s dressed up, gambling coverage irritates people and takes away from the experience," Perry said.
Rushden, who previously worked with betting promotions, decided to step away after hearing personal stories from people harmed by gambling. "I realized it wasn’t something I wanted to be part of," he explained.
The Bigger Picture: Gambling Advertising in Sport
Gambling advertising in Australia is everywhere, with companies spending $287 million on ads in 2021. Programmes like Love the Game and Reclaim the Game are pushing back with efforts to reduce the exposure of betting ads to kids. Between 2019 and 2021, Love the Game helped redirect $5.9 million away from gambling sponsorships.
At the same time, the government is introducing changes, replacing the “gamble responsibly” slogan with more direct warnings. While some argue for a complete ban on gambling ads, these programs are already making an impact by promoting awareness and encouraging responsible behavior.
A Growing Movement for Change
Athletes like Jeremy Cameron, Alexia Apostolakis, Mitch Lewis, Ash Riddell, and Jasmine Garner are proving that role models in sports can make a difference. By rejecting gambling sponsorships and advocating for responsible gambling, they are helping to reshape how Australians see sport.
Their message is simple: sports are about community, teamwork, and enjoying the game—not betting on the odds. These athletes and initiatives pave the way for a healthier approach to sports, where fans can truly focus on what matters.
Sources
- Victorian Responsible Gambling Foundation, Love the Game Program (responsiblegambling.vic.gov.au)
- ABC News, "Why Some Are Saying No to Sports Betting and Its Ad Dollars" (abc.net.au)
- Victorian Responsible Gambling Foundation, "Loving the Game Gets Personal for Geelong Superstar" (responsiblegambling.vic.gov.au)
