Australia’s Sports Jersey Gambling Ad Ban Faces 5-Year Wait

Australia’s planned ban on gambling logos on professional sports jerseys has drawn criticism because existing sponsorship agreements may continue for up to 5 years. Under the legislation, some wagering branding could remain visible until December 31, 2031.

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The Albanese government incorporated the ban in its wider efforts to reform gambling advertisements to lower the exposure of kids to such advertisements. But a grandfathering clause would enable the continuance of the current contracts during the transitional period.

Politicians Question Transition Period

Independent senator David Pocock said the arrangement was unreasonable because some betting sponsorships could still be active when the legislation reaches its scheduled 3-year review. Sporting clubs were asked to terminate their associations with the gambling firms voluntarily as early as possible, instead of depending on the entire transition period.

Andrew Wallace, a member of parliament for the Liberal Party, who changed his position and voted against the bill, also condemned the duration of the association. He had initially supported the 2-year deadline.

Communications Minister Anika Wells defended the 5-year period as an attempt to balance the government’s policy goals with existing commercial agreements. She said at least 1 unnamed sporting club had a jersey sponsorship contract running until 2031, while several other agreements were due to end much earlier.

NRL Clubs Hold Existing Deals

Several National Rugby League clubs currently carry wagering or lottery brands on their jerseys, with some agreements extending until at least the end of the 2028 season.

The Brisbane Broncos have an agreement with Australian casino operator The Star running until the end of next season. The club hasn’t released its 2027 kit but is reported to be in talks with the company.

The Penrith Panthers have partnered with Picklebet through a sponsorship deal made in 2025, and this is reported to last till at least the end of the 2027 season. The sponsorship agreement between the Newcastle Knights and Palmerbet is said to be for at least the end of 2028.

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The Dolphins have a jersey sponsorship deal with Betr, which joined with the already sponsoring company BlueBet in 2024. The Wests Tigers have an agreement with NextBet, formerly known as PlayUp, expected to expire before the final transition deadline.

The Sydney Roosters have renewed their sponsorship deal with Unibet for the year 2025, whereby their branding was displayed in jerseys of both men’s and women’s teams. The Gold Coast Titans have signed a sponsorship deal with the lottery office.

Lottery Carveout Raises Questions

Domestic lottery operators are exempt from the new restrictions under a carveout in the reforms. Public health experts have questioned why sponsorships considered harmful enough to prohibit are allowed to continue for another 5 years.

Samantha Thomas, a public health expert specialising in gambling harm, said the lengthy transition weakened the government’s pledge to separate gambling from professional sport. Martin Thomas of the Alliance for Gambling Reform similarly said the grandfathering arrangements limited the impact of the reforms.

Final Deadline Appears In Bill

The December 31, 2031 cut-off was not included in the draft exposure version circulated in late May. The deadline became clear only when the bill was formally introduced to Parliament.

The final legislation sets a long transition for existing agreements, while the government’s wider policy aims to remove wagering logos from sports jerseys. The effect of the ban will depend on when current contracts expire and whether clubs voluntarily end sponsorships earlier.

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Source: Asia Gaming Brief