As of April 2026, the Australian Football League’s exclusive $100 million wagering partnership with Sportsbet faces unprecedented regulatory pressure from new federal reforms that cap gambling ads and ban betting sponsorships on jerseys. This seven-year deal, starting in 2025, sits at the center of a heated debate over gambling’s role in sport. While the AFL and its clubs rely on millions in betting revenue, the 2026 reforms and public outcry are forcing a rethink.
Key issues include the financial terms of the AFL-Sportsbet deal, the impact of federal restrictions, and which clubs still accept gambling money. For a comprehensive overview of the national reform effort, see Australian gambling advertising reform.
- The AFL’s exclusive Sportsbet deal is worth $100 million over seven years, but 2026 federal reforms threaten this revenue stream.
- Sportsbet is paying the AFL to keep its branding off stadiums in 2026, a strategic retreat from visible sponsorship while retaining exclusive rights.
- Several AFL clubs still maintain gambling partnerships (TAB, Unibet, Crown Perth), while others join ‘Reclaim The Game’ to refuse betting money.
The AFL-Sportsbet Deal: $100 Million and Seven Years
Financial Terms: $100M Deal and Exclusive Wagering Rights
- Deal value: Approximately $100 million total over the term, starting in 2025. This translates to roughly $14.3 million per year for the AFL.
- Duration: Seven years, running through 2032, providing long-term revenue certainty.
- Exclusive status: Sportsbet holds the exclusive wagering partner designation, meaning no other bookmaker can secure league-wide betting rights. This exclusivity is a key selling point for both parties.
- Stadium advertising pause: For the 2026 season, Sportsbet has opted not to activate in-stadium advertising, instead paying the AFL to keep branding off venues like the MCG and Marvel Stadium. This move aims to reduce public criticism while preserving the partnership’s financial core.
- Why exclusivity persists: Despite tightening regulations, the AFL values the simplicity and premium valuation of a single major partner. Sportsbet likely retains exclusivity because it offers the highest bid and the league fears that splitting wagering rights among multiple bookmakers would dilute the overall value and complicate activation. The 2026 stadium ad pause demonstrates a compromise: Sportsbet retains exclusive rights but accepts reduced visibility to appease regulators and fans.
How Much Does the AFL Actually Make from Gambling?
The AFL generates more than $40 million per year in product fees from bookmakers.
These fees stem from the league’s wagering partnerships, including the Sportsbet deal and other agreements, and cover payments for data sharing, official betting status, and marketing rights. This revenue stream is a major component of the AFL’s commercial income, funding both elite competitions and grassroots football programs.
For context, the National Rugby League (NRL) receives more than $50 million annually from wagering agreements, indicating that rugby league has even deeper financial ties to gambling sponsors. The AFL’s $40 million represents a substantial portion of its total revenue; losing it would force significant cuts to community initiatives and potentially reduce distributions to clubs. The league has argued that gambling money underpins the growth of the sport at all levels, though critics counter that this creates a dependency that conflicts with public health responsibilities.
With the 2026 reforms targeting advertising and sponsorship visibility, the future of this revenue stream is now uncertain, prompting the AFL to explore alternative funding models.
The Murphy Report’s Legacy: Calls for a Full Ban
The 2023 parliamentary inquiry chaired by the late Labor MP Peta Murphy delivered a landmark report titled ‘You win some, you lose more’. It recommended a full ban on gambling advertising, including in sports, to protect vulnerable communities from harm. This report has become the moral compass for reform advocates, framing the debate as a public health imperative rather than a commercial negotiation.
Peta Murphy’s final political act was convincing cross-party opponents of the need for action (Source: competitor analysis), giving the inquiry a bipartisan legacy that continues to shape policy discussions. The 2026 federal reforms announced by Prime Minister Anthony Albanese are widely viewed as a watered-down compromise that falls short of the Murphy Report’s vision. While they impose new caps and bans, they stop short of eliminating gambling advertising entirely.
The report’s legacy endures in the continued push from groups like the Alliance for Gambling Reform, which argue that partial measures are insufficient to curb gambling-related harm. The Murphy Report also highlighted the normalization of gambling in sport, a trend epitomized by the AFL’s deep sponsorship ties, and called for a fundamental reevaluation of the sport’s financial dependencies. For the full findings, see Murphy Report 2026: Key Findings on Gambling Advertising Reform.
2026 Federal Reforms: New Rules for AFL Sponsorships
2026 Reforms: Three Key Changes to Sports Betting Advertising
| Reform Type | Old Rules | New Rules | Effective Date |
|---|---|---|---|
| Television advertising cap | No specific cap; multiple ads per hour common. | Maximum three gambling ads per hour on TV. | 2026 |
| Live sports broadcast ban | Gambling ads permitted during live sports broadcasts. | Ban on gambling ads during live sports broadcasts. | 2026 |
| Jersey sponsorship prohibition | Betting brands could appear on team jerseys. | Forbid betting sponsorship on team jerseys. | 2026 |
These three reforms collectively reshape the advertising landscape for the AFL and its sponsors. The TV ad cap limits the number of betting commercials during broadcast games, directly reducing exposure for wagering partners. The live sports ban removes gambling ads from the most valuable inventory—real-time coverage—forcing sponsors to shift to other media or accept diminished impact.
The jersey prohibition eliminates one of the most visible branding platforms, preventing betting logos from appearing on player uniforms during matches. Together, these changes devalue the AFL’s wagering partnerships, particularly the exclusive $100 million Sportsbet deal, which will need restructuring to account for lost activation opportunities. While the reforms do not ban gambling advertising outright, they significantly curtail its prominence in Australian sport.
For a comprehensive breakdown of the regulatory changes, see Sports Betting Advertising Regulations in Australia: A 2026 Guide.
Additionally, the reforms extend to online platforms; details are available in Social Media Advertising Laws Australia: 2026 Compliance Guide.
Financial Impact: The AFL’s $40 Million at Risk
The AFL’s $40 million annual product fee revenue from bookmakers is now under direct threat. The three reforms specifically erode the value of wagering partnerships: the TV ad cap limits broadcast exposure, the live sports ban removes prime-time ad slots, and the jersey prohibition eliminates a high-profile branding platform. Together, these changes could reduce the worth of the Sportsbet deal and other club agreements by a significant margin, though exact figures are not publicly disclosed.
The AFL and media companies have argued against a total ban, citing the loss of vital revenue that funds both professional and grassroots football. They warn that cuts could force reductions in community programs and development pathways.
Gambling companies have countered that their sponsorships enable the funding of grassroots competitions, drawing parallels to arguments once used by the tobacco industry. This framing positions gambling revenue as essential to the sport’s ecosystem, though public health advocates dispute this, noting that alternative funding sources exist.
The financial impact extends beyond the AFL; media broadcasters also face substantial revenue losses from reduced ad inventory. For a deeper analysis of how gambling revenue affects the AFL, see AFL Gambling Impact: Latest Research and Implications.
Fan and Advocate Pressure: Overwhelming Support for a Ban
Surveys conducted by the AFL Fans Association reveal that the volume of gambling advertising is a top concern for supporters, with a large majority favoring a complete ban. This sentiment reflects growing unease about the normalization of betting in a family-friendly sport.
Advocacy groups like the Alliance for Gambling Reform have been vocal, criticizing the AFL for targeting families and youth through its partnerships. They argue that constant exposure to gambling ads normalizes risky behavior among young fans and contributes to problem gambling. Public pressure has been a driving force behind the 2026 reforms, with thousands of petitions and media campaigns highlighting the social costs of gambling addiction.
The debate has also been fueled by high-profile player betting scandals, such as the case of Collingwood’s Jaidyn Stephenson, which underscore the integrity risks. While the AFL has defended its sponsorships as commercially necessary, the overwhelming fan support for a ban suggests a disconnect between the league’s revenue priorities and its supporter base’s values. For more on the push for a comprehensive ban, see Gambling Advertising Ban Australia: 2026 Outcomes and Challenges.
Club Gambling Partnerships: Which AFL Teams Still Accept Betting Money?
Club Gambling Partners: TAB, Unibet, Crown Perth and Others
| Club | Gambling Partner | Partnership Type |
|---|---|---|
| Brisbane Lions | TAB | Wagering partner |
| Greater Western Sydney Giants | Unibet | Betting partner |
| Fremantle Dockers | TABtouch | Wagering partner |
| West Coast Eagles | Crown Perth | Casino partnership |
| Several other clubs | Various betting firms | Maintain partnerships (details vary) |
These partnerships demonstrate that despite league-wide reforms, club-level gambling sponsorships remain prevalent. The listed clubs have direct financial relationships with betting operators, ranging from wagering services to casino promotions. While the jersey ban will affect how these partnerships are displayed, they can continue through other activation channels such as stadium signage, digital content, and hospitality.
The persistence of club deals highlights the financial dependency on gambling revenue at the grassroots of the sport. The continuation of these deals contrasts with the ‘Reclaim The Game’ movement, creating a two-tier system where some clubs reject gambling money while others embrace it. This divergence could lead to reputational risks for clubs maintaining betting partnerships, especially as public sentiment shifts.
The 2026 reforms do not prohibit club-level betting sponsorships outright, leaving a loophole that allows clubs to continue these arrangements, albeit with reduced branding opportunities. As the regulatory environment evolves, clubs may need to renegotiate terms or seek alternative revenue sources.
Reclaim The Game: Clubs Refusing Betting Money
The ‘Reclaim The Game’ initiative encourages AFL clubs to reject sponsorship money from sports betting agencies, aiming to decouple gambling from football. The Sydney Swans have publicly participated in this anti-gambling campaign, setting a precedent for other clubs to follow. Their involvement includes refusing betting sponsorships and promoting responsible gambling messages instead.
This move is significant because it challenges the notion that clubs cannot survive without gambling revenue, demonstrating that alternative partnerships with non-gambling brands are possible. While the Swans are the most prominent example, a handful of other clubs have also expressed interest in reducing gambling ties, though concrete actions remain limited. The initiative reflects a growing ethical awareness among some club executives and supporters who view gambling sponsorships as incompatible with the sport’s social responsibilities.
However, the financial lure of betting deals—often worth millions—makes widespread adoption of ‘Reclaim The Game’ a challenging prospect, especially for clubs with smaller budgets that rely heavily on sponsorship income. The movement gains momentum as fan pressure for a clean sport increases, but its long-term impact depends on whether more clubs follow the Swans’ lead and whether the AFL itself moves toward a complete separation from gambling.
Player Betting Scandals: What Did Jaidyn Stephenson Bet On?
In 2025, Collingwood midfielder Jaidyn Stephenson became the center of a betting scandal after it was revealed he placed wagers on his own team’s performances. The bets included same-game multi-bets on outcomes such as Collingwood to win, the winning margin, Stephenson himself to kick a goal, and teammates to kick goals or achieve specific disposal counts. The total stake amounted to $36.
While the monetary value was modest, the incident raised serious concerns about player gambling on their own sport, which is prohibited under AFL rules. It highlighted the risk of insider information and potential match-fixing, even if no evidence of deliberate underperformance emerged. The scandal fed into the broader debate about gambling’s infiltration into Australian football, reinforcing arguments that the sport’s close ties to betting companies create conflicts of interest.
It also underscored the need for stricter player education and monitoring, as well as clearer separation between the AFL and wagering partners. The episode remains a cautionary tale as the league navigates its sponsorship relationships and considers further reforms to protect integrity.
Most surprising finding: Sportsbet is paying the AFL to remove its own ads from stadiums in 2026—a tacit admission that public pressure forces even the league’s biggest sponsor to retreat while retaining exclusive rights. This paradox shows the industry’s attempt to manage backlash without ceding revenue. Action step: Readers who want to see gambling fully separated from sport can support the ‘Reclaim The Game’ movement by contacting their club or advocating for a complete ban through the Alliance for Gambling Reform.
Additionally, staying informed about the implementation of the 2026 reforms and holding elected officials accountable ensures the debate moves toward stronger protections. For the latest developments, follow the Gambling Reform Updates Australia page.
Frequently Asked Questions About Australian Football League Gambling Sponsorship
What is the AFL-Sportsbet deal?
$100 million over seven years. The AFL has a major sponsorship agreement with Sportsbet worth $100 million spanning seven years.
What are the 2026 federal reforms for AFL gambling sponsorships?
Three key changes from 2026: TV ad cap of three per hour, ban on live sports ads, and jersey sponsorship prohibition. These reforms restrict gambling advertising in the AFL.
Which AFL clubs have current gambling partnerships?
Brisbane Lions (TAB), Greater Western Sydney Giants (Unibet), and Fremantle Dockers (TABtouch) have active wagering or betting partnerships as of the article.
