By Jon Pierik
More than a third of AFL fans are worried about the proliferation of gambling advertising when they go to the football and during the television broadcast, according to a survey of supporters and club members that has been sent to the league.
The poll conducted by the AFL Fans Association, a grass-roots group that lobbies the AFL and its clubs on issues that affect supporters, gives an insight into the burning issues as capacity crowds return to the footy in Melbourne for the start of the season.
It found rule changes and gambling advertising were the two major frustrations affecting fans’ enjoyment of the game, while there are also concerns about the fan experience and scheduling of matches on Thursday nights and Sunday evenings.
Conducted in late 2021, the survey – revealed exclusively by The Age – featured 860 responses from fans of all clubs, ranging in ages from under 18 to the 75-84-year-old age group, of which 71 per cent were club members.
While 12 per cent of fans rated gambling ads as their No.1 concern, 37 per cent nominated gambling advertising when they were asked to select all the issues that worried them. A quarter of fans said umpiring and rule changes were the biggest worry.
Gambling ads and segments are shown during live television broadcasts after 8.30pm, and on signage around the boundary at venues. Sports wagering is the fastest-growing form of gambling in Australia.
The AFL has a five-year deal, reportedly worth $10 million annually, with Sportsbet as its official betting agency, while major media companies, including Nine Entertainment Co, owner of this masthead, have advertising deals with betting agencies.
“Remove the gambling advertising and before/during game ‘entertainment’,” one respondent said.
“Consider the influence on Australian culture that AFL has. Gambling ads need to go,” said another.
AFLFA president Cheryl Critchley said gambling advertising was a growing issue, a point made by former Western Bulldogs’ premiership captain Easton Wood when he expressed concern, in October last year, that it was becoming ingrained “for a generation that thinks that’s the way to enjoy a game”.
“Many have told us that they don’t like them and are concerned that they are normalising gambling for children,” Critchley said. “Researchers are demonstrating this and the AFLFA supports the work of various state government initiatives and campaigns focused on countering the normalisation of gambling and sport.
“My kids grew up with saturation gambling ads and years ago when he was younger my son used to do his footy tips based on easily accessible tote odds. That is not good.”
The AFL said it had moved to limit gambling advertising at venues. Geelong’s home ground of GMHBA Stadium no longer had advertising, while other venues have minimised Sportsbet promotions. Odds are not allowed to be shown.
The AFL also said all Victorian-based clubs were involved with anti-gambling associations, including the Victorian Responsible Gambling Foundation. The league said it had no control over broadcast advertising on television and radio.
Dr Steve Georgakis, a sports-gambling specialist at the University of Sydney, said gambling had encroached into “all facets” of the AFL and this had helped to underpin the sport’s financial growth. But he said there are concerns about a new generation being lured into the gambling world.
“It’s probably the only sport that has been able to diversify and include diametrically opposed groups,” Dr Georgakis said. “You have people that gamble and watch it, and then you have people that hate the gambling but support the game as well.
“Sponsors and advertisers want a return, and there obviously is a return. The more that you promote a sport like the AFL, the more people are going to invest in it. Most sports gambling is targeted towards a group as well – it’s got the young men, but then it’s the next generation ... That’s the way they work. People who are 13, 14, 15 are vulnerable.”
After two years of fixture chaos, clubs were praised for their handling of the pandemic, including communication with supporters and members.
Demons Emmet and Janine Healey can understand why Thursday nights and Sunday twilights are a hard sell.Credit: Justin McManus
“AFL clubs have generally worked hard to connect with their members throughout the pandemic and accommodate those having difficulty paying their fees. We’d love to see that continue,” Critchley said.
The survey found that one in four fans is concerned about match scheduling. While there were mixed views, the general preference is for no Thursday night or Sunday twilight games, which can be difficult for families in regional areas and those with school children.
“As a fanatical footy family we will go to any game at any time, but can understand the difficulty of getting to late games that people with young families and early morning work commitments would have,” Demons supporter Janine Healey said.
Thursday night matches, however, have delivered strong broadcast ratings for Seven and Fox Footy, and give clubs the chance to enjoy standalone coverage, which aids their sponsorship deals.
Despite restrictions easing, the pandemic still bites, with 26 per cent of supporters indicating they are likely to watch games at home rather than attend matches after COVID eases. Critchley noted many people had upgraded their televisions during the pandemic.
One in seven fans (14 per cent) listed the cost of going to the footy, including tickets, food and drink and memberships, as their main concern.
Noise and flash advertising are also a concern, with many respondents finding it frustrating that they cannot hear family or friends due to the noise.
What should also be important, Critchley said, was rewarding members with greater ticketing access come September, since many had missed out on attending finals because of border restrictions over the past two years. She said the AFL had done an “amazing job” ensuring the seasons were completed but said members needed to be rewarded.
In the last grand final held at the MCG in 2019, the Tigers and Greater Western Sydney were each given 17,000 tickets to distribute to members.