Our partners

The sporting experience

Sport is as exciting as ever. There are heroes, underdogs, obstacles to overcome, tears, triumphs and unbelievable moments. But with sport now being so much about the odds, the betting wins and cashing out, it's easy to forget what really matters. 

The gambling environment has changed significantly in recent years with new products being made available, new technologies creating easier access and a massive expansion in gambling advertising. Young men in particular are more likely to be exposed to gambling and gambling advertising, as well as participate in sports betting compared to previous generations.

Sport itself has become a marketing platform for sports betting operators which has created an environment where betting brands can be seen on almost every element of the sporting experience. 

Betting is changing the way fans experience sport. 

Drawing a line in the sand

Many elite sporting clubs and peak sporting bodies have recognised the importance of reducing the exposure of young people to sports betting advertising associated with their sport, and have taken a stand. 

Many Victorian clubs have got behind their fans and committed to not accepting sponsorship deals with sports betting companies. These clubs have also committed to working with the foundation to limit the exposure of young fans to gambling.

Clubs are doing this by reducing the exposure of young fans to messages about gambling, and educating players and fans about the risks associated with gambling as a way of reduce gambling harm in the community.

Importantly, it also requires clubs who own or operate pokies to commit to the highest standards when it comes to operating their venues. Clubs work with the foundation's Gambler's Help venue support program which helps train venue staff to identify and support people who might be having problems with gambling.

The foundation is working with more than 160 clubs across the state at both the elite and local sporting level to counter the growing culture of gambling in sport. Together, we are reducing the level of sports betting advertising young people are seeing through sport.

Our partners include

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AFL Victoria

AFL Victoria logo

In conjunction with the foundation, AFL Victoria has been a keen advocate in the promotion of responsible gambling to its extensive community network of 89 leagues and over 1,100 clubs across the state. 

Since March 2012, AFL Victoria has also encouraged responsible gambling to its elite competitions including the TAC Cup, Youth Girls, the Victorian Women's Football League and the Victorian Football League.

AFL Victoria supports and guides football bodies across the state, reaching 148,000 players and over 78,000 volunteers across metropolitan and regional Victoria.


Collingwood Football Club

Collingwood logo

In 2013, the foundation partnered with the Collingwood Football Club for the first time.

In 2015, Collingwood FC made an ongoing commitment to support the foundation and help stamp out gambling advertising and its effect on youth in today's society, whilst continuing to be active within community in promoting the responsible gambling message via social media, online and direct emails to 75,000+ members.
The club's venues have honoured their commitment by developing strong relationships with the venue support worker program and local Gamblers Help services.

To further support the partnership, several player's will actively be involved through the campaigns, which will play an integral role in getting the responsible gambling message out.


Hawthorn Football Club

Hawks logo

The Hawthorn Football Club and the foundation partner together to promote responsible gambling. 

In late 2014, Hawthorn was the third AFL club to sign the foundation's responsible gambling charter. Implementation of the charter not only includes the sporting club environment, but has also flowed down to the two gaming venues in which the club has an interest.  

These venues are implementing a Venue Best Practice Guide to go above and beyond what is required in relation to responsible gambling at a gaming venue level. Hawthorn is setting an example for all sporting clubs across the state in how to promote a responsible and healthy environment in relation to gambling.


Melbourne Renegades

Melbourne RenegadesThe Melbourne Renegades joined forces with the foundation in late 2015 and signed the responsible gambling charter to protect young people from the risks of gambling as part of the foundation's sporting club program.Through the partnership, the club will encourage its fans to love the game, not the odds and focus its fans attentions to the many great things there is to love about the Big Bash.

Melbourne Stars

Melbourne stars logoIn December 2015 the Melbourne Stars signed the responsible gambling charter to protect their fans from sports betting advertising and encourage fans to enjoy the game, instead of gambling.Throughout the season, the Stars and the foundation will work together to take the focus back to the love of the game.

Melbourne Victory Football Club

Melbourne Victory football club

Melbourne Victory's commitment to raising awareness of responsible gambling dates back to November 2011, when they partnered with the Victorian Government to promote Gambler's Help services.

Melbourne Victory was the first A-League team to sign the responsible gambling charter in October 2013, which prohibited them from promoting sports betting to their members and committed them to a range of activities to promote responsible gambling within their club environment.

The foundation and Melbourne Victory promote responsible gambling messages in a range of ways to Victory fans to encourage them to gamble responsibly.


North Melbourne Football Club

North melbourne football club

The foundation has worked with North Melbourne Football Club since 2013.

As a foundation ambassador, Jack Ziebell leads his North Melbourne teammates in helping to spread the responsible gambling message to the club's fan base and the wider AFL community.

North Melbourne is the only club that does not generate revenue from gambling or pokies, and was proudly the first AFL club to sign the foundation's Responsible Gambling Charter.

In an effort to deliver the responsible gambling message, North Melbourne Football Club and its players undertake many engaging activities, including:

  • Match day activations in coterie rooms and to the public, both on-ground and as supporters enter
  • Online competitions utilising the clubs website and social media channels
  • Exclusive prize giveaways leveraged by the foundation, including money can't buy experiences such as the coin toss
  • Education sessions through North Melbourne's unique and award-winning community arm 'The Huddle'. These programs deliver responsible gambling messages to the diverse community in which North Melbourne engages itself regularly


Richmond Football Club

Richmond football clubThe Richmond Football Club and the foundation joined forces in 2016 to work together to encourage fans to separate gambling from sport and love the game, not the odds.

Through its channels the club will encourage discussion among its fans about responsible gambling behaviors and the normalisation of sport and gambling in recent years.

St Kilda Football Club

st kilda football clubIn October 2015, St Kilda CEO Matt Finnis signed the responsible gambling charter committing the Saints to encourage responsible gambling behaviours within their club environment and promote responsible gambling messages to their members.

The Saints and the foundation will work together to encourage the club's fans to separate gambling from sport and love the game for how it is intended to be enjoyed.

Western Bulldogs Football Club

Western bulldogs logoThe foundation partnered with the Western Bulldogs in 2014 to support the Club's new men's healthy initiative, Sons of the West .

The partnership has since grown and the Club joined other AFL and A-League clubs in October 2015 in signing the responsible gambling charter. The Bulldogs have committed to promoting responsible gambling to their players, members and visitors and continue to encourage community discussion on responsible gambling.