Australia To Permit Gambling Logos on Sports Jerseys Through 2031

Australia’s latest move to restrict gambling advertising will eventually see wagering brands removed from professional sports uniforms, but existing sponsorships will be allowed to run for several more years. Australian Lawmakers Criticize Long Transition for Gambling Jersey Bans Politicians and gambling harm experts have criticized the transitional period, saying young sports fans will still be subjected to a barrage of betting adverts, even when the government has said it wants to cut the links between gambling and sport, as reported by The Guardian. The Albanese government has passed legislation to ban the logos of gambling companies from players’ and officials’ uniforms. However, current deals can last until 31 December 2031, giving clubs and betting operators time to adapt their commercial arrangements. Independent Senator David Pocock has been scathing about the transition period. He believes sporting organizations should voluntarily withdraw their betting sponsorships as soon as they can, rather than taking the full time allowed by law. Pocock has also said the arrangement creates an awkward situation where gambling branding could still be visible on professional jerseys when the legislation goes through its planned three-year review. Liberal MP Andrew Wallace has taken a similar stance. He had previously proposed a two-year transition period, arguing that this would have given clubs enough time to replace betting sponsors and that gambling-related branding would have been removed from sport much earlier. Australia’s Gambling Ad Reforms Leave Existing Sports Deals Intact The government has defended the five-year deal as a pragmatic way of accommodating existing contracts. Communications Minister Anika Wells said the government would prefer to see clubs sever ties with wagering companies before the legal deadline but said the decision to end commercial agreements early was ultimately a matter for individual organizations. That is a particular problem for the National Rugby League, where seven clubs currently have wagering or lottery-branded partnerships. Some deals go beyond 2026, including reported sponsorship deals with the Newcastle Knights, Penrith Panthers and Sydney Roosters. Other clubs also have existing relationships with gambling-related businesses, including the Brisbane Broncos, Dolphins and Wests Tigers. Domestic lottery operators are exempt from the new restrictions, so the Gold Coast Titans’ deal with The Lottery Office is expected to be unaffected. Public health advocates have questioned whether the long transition undercuts the broader goal of the reforms. They say the ongoing connection of gambling brands to popular sports teams could help normalize betting among children and younger audiences. The jersey restrictions are one of a range of reforms to gambling advertising that will come into effect on January 1, 2027. The changes will also see stricter controls on wagering promotions across broadcast media, online platforms and sporting venues, and limit the use of athletes, celebrities and influencers in gambling advertising.