Betting sponsor set for AFL jumper return at Brisbane Lions

A corporate betting agency’s logo is set to appear on an AFL jumper for the first time since 2013 with the Brisbane Lions on the verge of signing a deal with online bookmaker Neds.

The Lions have been on the hunt for a replacement co-major sponsor after tech start-up SOOW allegedly failed to make payments pursuant to a partnership announced late last year.

Lions' den: Fans pose for a picture with the Brisbane mascot.Credit: Gabriele Charotte

The Age understands that Neds - founded by Gold Coast-based former pornographer Dean Shannon and purchased late last year by UK-based bookmaking giant Ladbrokes - are in advanced negotiations with the Lions about a deal whereby they would become co-major sponsors of the Lions with along with Oaks hotels and resorts.

The Lions are in a hurry to replace SOOW, whose logo was plastered across their pre-season team photos.

The Lions have a chequered recent history with sponsors, with former major partner Camperdown Dairy International collapsing in 2017, only months after apparel provided BLK folded.

The debt-ridden Lions are one of a host of AFL clubs who remain heavily reliant on AFL funding, having received a $23.6 million distribution from the league last year.

At odds: The AFL and betting companies have had an on-and-off relationship over past years.Credit: neds.com.au

The club was however recently boosted by an announcement that the Federal Government would provide $15 million funding for the Lions long-awaited training and administration facility in Springfield, about 33 kilometres from the Brisbane CBD.

Should the Lions sign with Neds, it would come despite the AFL’s partnership with BetEasy, which previously traded as Crownbet.

Sports betting sponsorships had been relatively in vogue in the AFL during the early part of the decade but have been on the nose in recent years as a host of Victorian clubs turned their backs on partnerships with corporate bookmakers, instead joining forces with the Victorian Responsible Gaming Foundation.

Melbourne, Geelong, Collingwood and the Western Bulldogs have also either exited or announced planned exits from poker machine revenue, while North Melbourne divested themselves of pokies money a decade ago.

Richmond wore a Luxbet logo on their jumper around a decade ago, while St Kilda’s jumper had a Centrebet badge between 2011 and 2013.

Hawthorn president Jeff Kennett, whose club reap millions from pokies annually, last year slammed the AFL for their stance on pokies.

"I hold the AFL not responsible, partly responsible, I think sports betting is the biggest scourge in our community at the moment," Kennett said.

"It's not restricted in terms of its promotion and advertising in the same way casinos or gaming machines are.

"So you're now not only getting players but you're getting children who are being indoctrinated from an early age to believe their future or future success and future wealth will come from gaming. The AFL is a major beneficiary from the money paid from sports betting."

The Federal Government last year announced a ban on sports betting advertisements during telecasts of live sporting events between 5am and 8:30pm.

Greater Western Sydney chairman Tony Shepherd has also previously raised his concerns about sports betting.

"This gambling issue could impact the integrity of the game in future. I see it as a significant issue that has to be dealt with," Shepherd said.

"I'm an anti-regulation person but I think regulation is probably the only answer."