The Australian Football League (AFL) has concluded a review into its guidelines and announced that sports wagering firms may now sign sponsorship agreements with its teams.
The League is the governing body of Australian Rules Football in Australia and overturned an existing ban into such deals following recent changes in state government legislation concerning wagering advertising.
AFL teams may now agree sponsorship agreements with betting firms so as long as such deals do not provide access to League or club intellectual property. In addition, any betting agency signing such an agreement must have product fees and share information with the AFL for at least one season.
The changes announced by Gillon McLachlan, Chief Operating Officer for the AFL, last week change recognised long-term agreements with existing wagering partners that allow the League to access betting information relating to its matches and events under integrity rules.
The AFL already has sponsorship deals in place covering signage, ticketing and hospitality with Tabcorp, Betfair, Betezy, Sports Acumen, IAS Bet, Sportingbet and Racing Odds and revealed that it would consider future deals between any one of its 16 clubs and a sportsbetting provider on a ‘case-by-case basis’.
The League stated that no player or club official is allowed to bet or provide confidential information for wagering purposes on any AFL match or event while revealing that two of its member clubs, Victoria’s Richmond Tigers and Melbourne Demons, had yet to announce major sponsorship deals for the upcoming season.