Our partners

Love the Game

The foundation works with community and sports clubs to minimise, and where possible, prevent harm from gambling in Victoria. A key avenue for achieving this is through the foundation’s Strategic Partnerships Program whereby elite sporting clubs and governing bodies sign our Responsible Gambling Charter and commit to not accepting any revenue from sports betting operators. The partnership program aims to reduce the acceptance of gambling in sport and in other social settings, and decrease the exposure of sports fans, members and the general community to sports betting promotion. The foundation's campaign Love the Game, Not the Odds helps to remind Victorians to love what's great about the game, without betting and aims to reduce the normalisation of gambling in sport.


Love the Moment

The foundation’s 2016/17 sporting season campaign focuses on reminding fans to Love the Moment, Not the Odds. Betting companies have taken the great moments which happen in a game and entice fans to wager on them. Odds have extended past just a win by a team to being able to bet on the first point scorer in a game, winning margin, team to score first, time of first goal, and more. The foundation and its partner clubs are encouraging all fans to remember to love these special moments for what they are and enjoy their passion for the game. Let’s take the focus off betting and celebrate being a part of the great moments your team and favourite players are creating.

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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.


Carlton Football Club

Carlton football club logoIn March 2016 the Carlton Football Club cut ties with gambling sponsors as part of the Club's efforts to take a stronger stand on social issues. The Blues signed a new three-year partnership with the Victorian Responsible Gambling Foundation, with the aim of reducing gambling advertising to people under the age of 18.

Find out more about our partnership with the foundation at http://www.carltonfc.com.au/lovethegame

Collingwood Football Club

Collingwood football club 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.


Essendon Football Club

Essendon football club logoThe Essendon Football Club partnered the Foundation to raise awareness of responsible gambling in the community. By signing the Victorian Responsible Gambling Charter, the Club will continue to support the key focus of separating ‘the game’ from gambling.

The Bombers and the Foundation will run a number of campaigns involving players and club legends with the aim of strongly promoting the responsible gambling message.

For more information visit http://www.essendonfc.com.au/lovethegame

Hawthorn Football Club

Hawthorn football club 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 Football Club

Melbourne football club logoIn March 2016, Melbourne FC proudly signed the Victorian Responsible Gambling Foundation's charter and made a commitment not to partner with sports betting companies. Melbourne has pledged to promote responsible gambling messages to our players, members, supporters and visitors, and together with the foundation will encourage fans to remember the passion for the game, not the odds. Football is as exciting as ever and it's important for everyone to remember what really matters.

Find out more about our partnership with the foundation at http://www.melbournefc.com.au/lovethegame

Melbourne Renegades

Melbourne Renegades logoThe 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 football club 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.