Prominent Australian athletes have joined forces in a growing campaign to tackle gambling-related harm, citing the escalating normalisation of betting within sport and the urgent need for meaningful regulatory reform.
In recent months, former elite players and sports-industry figures have publicly voiced concern about the intersection of sport, sponsorship and wagering advertising. They warn that the ease of online betting, combined with heavy advertising and embedding in sporting contexts, is creating serious risks - especially for younger fans.
While we at Before You Bet love to enjoy a punt, we are strong supporters of responsible gambling and ensuring that punters only bet for fun and always within their means.
A mounting problem
According to a detailed analysis by ABC News, nearly two-thirds of major sporting teams in one state are sponsored by gambling companies. The report highlights the extent to which gambling branding has become intertwined with sport, allowing children to recognise multiple betting brands. Researchers believe this contributes to a cultural shift in which betting is seen as a normal part of being a sports fan
Another recent study by the Grattan Institute, titled “A better bet”, found that Australia records the highest per-capita gambling losses in the world. The report argues that gambling products are designed to be addictive and that advertising plays a major role in embedding these behaviours.
Athletes stepping up
Among those speaking out are AFL superstar Sam Docherty and rugby league legend Cam Munster, who say sport must reclaim its values and protect participants and fans from undue influence. They emphasise that when every match break, jersey, and post-game interview features betting brands, the message sent is that gambling goes hand-in-hand with sport.
They are supporting the “Set before you bet” campaign as part of Gambling Harm Awareness Week to help promote responsible gambling and the importance of setting limits before placing bets.
“I know from experience the highs and lows that can come with gambling,” said Munster. “By setting limits I’ve been able to enjoy the occasional bet while focusing on what really matters.”
“I’ve had my struggles with gambling in the past, and now I set a weekly deposit limit,” added Docherty. “I’ve found it really helps keep my gambling activity in check. People struggling with gambling harm can feel stuck and alone because of feelings like shame and guilt – and I want them to know that it’s okay to seek help.”
Why this matters now
Australia’s relationship with gambling has shifted dramatically thanks to digitisation and pervasive advertising. One research snapshot found that 78% of adults recall being exposed to sports betting ads at least weekly, with a significant portion exposed even more frequently. For many young people, sport and betting appear inseparable, which creates risk both for normalising gambling and for vulnerable individuals developing harmful patterns.
What’s next
With strong momentum from the sports community and growing public concern, the next stage will test whether governments and regulators match the urgency. A shift in the sponsorship model of professional sport, tighter advertising rules, and better harm-prevention measures may all be required.
For sports fans, participants and broader communities, the message from this movement is clear: sport should be a place of connection, competition and enjoyment, and sports betting should be a fun activity that is enjoyed responsibly.
