Alcohol and gambling ads 'deeply embedded' in NRL and AFL

Alcohol and gambling advertising 'deeply embedded' in NRL and AFL, report shows Fri 7 Aug 2026 at 8:15am In short: Every NRL and AFL club has an alcohol sponsor this season, analysis by a research group has found. Labor's proposed crackdown on gambling ads would ban betting brands on player jerseys and promotions in stadiums, but has been criticised for not going far enough. What's next? The media watchdog is due to hand down a decision on restricting alcohol ads on television during sporting matches in the coming weeks. All NRL and AFL clubs have an alcohol sponsor this season, while every NRL and five AFL clubs are sponsored by gambling companies, a new report has found. The findings from the Foundation for Alcohol Research and Education (FARE) also show that both leagues have deals worth tens of millions of dollars each year with sports betting companies, which see them make money on every bet placed on their games. The deals reportedly amount to $50 million per year for the NRL and $30 to $40 million per year for the AFL, FARE said. SportsBet is a major sponsor of both codes as well, under deals worth about $10 million per year to the NRL and between $8 million and $10 million per year to the AFL. With alcohol and gambling ads also becoming more prevalent in the leagues' women's competitions, FARE said its research showed these sponsorships were "deeply embedded across every level" of Australia's two largest sporting codes. It comes as Labor's proposed crackdown on gambling advertising draws criticism from all sides of politics, with the Coalition, Greens, crossbenchers and some of its own party calling for stronger reforms during a Senate inquiry on the issue this week. Labor's plan would limit gambling ads on TV to three per hour between 6pm and 8:30pm, on radio during school pick-up and drop-off, and ban logos on player jerseys or promotions in stadiums. Alcohol ads cannot be shown on television until after 8:30pm when the media watchdog's designated children's viewing hours end, but an exemption exists for sporting matches. However, the Australian Communications and Media Authority is currently reviewing that rule and is due to hand down a decision in the coming weeks. FARE's State of Play report found that seven NRL clubs have gambling branding on their official playing uniforms this season — one more than the previous season — while betting advertising is part of 10 clubs' match-day promotions and across 12 clubs' digital channels. Gambling sponsors are not on any AFL jerseys this season, but four clubs have digital gambling advertising and four clubs show betting ads at stadiums during matches. Every AFL club advertises alcohol brands at stadiums during matches and through their digital channels, while five NRL clubs have alcohol logos on their jerseys and most clubs show alcohol ads in stadiums. Every NRL club promotes alcohol brands through their digital channels. Across the women's competitions, there are nine confirmed alcohol sponsorships for AFLW teams in this year's season and four for the NRLW, the report found. Three AFLW clubs and seven NRLW clubs have gambling sponsors in the 2026 season. FARE's research also found the volume of alcohol and betting ads during NRL and AFL broadcasts grew this year, with Seven and Nine both increasing their number of sponsors. FARE chief executive Ayla Chorley said the report showed alcohol ads "saturate every part" of the sports and called on ACMA to take action. Independent senator David Pocock, one of parliament's most vocal critics of Labor's planned reforms, has been calling for the government to implement all 31 recommendations of the Murphy Review — which includes a full ban on gambling advertising. "We need a full gambling advertising ban — not some ineffective partial one that has been approved by the gambling industry, an end to harmful inducements and a national regulator to enforce the rules," he told the ABC. "Research shows that gambling and alcohol are huge accelerants to family and domestic violence. "With 43 women murdered already this year, we should be doing everything possible to reduce and bring an end to this violence and the factors that exacerbate it." Alcohol and Drug Foundation chief executive Erin Lalor said alcohol ads during sports broadcasting and at games influenced children and young people's attitudes towards drinking. "Despite the significant harms that alcohol causes to individuals, families and communities, the alcohol industry continues to use sport to promote their unhealthy products," she said. "That's why it's important to reduce children and young people's exposure to alcohol advertising, especially in the activities they love, like sport." The NRL and AFL have been contacted for comment. Loading...