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The Australian Football League (AFL) is under pressure from bookmakers and gambling reform advocates over its attempt to increase its share of sports betting revenue. Critics argue the move could lead to more aggressive gambling promotions, raising concerns about the risks for amateur bettors.
Recent league documents reviewed by The Guardian Australia show AFL executives are worried about integrity risks in sports betting. They believe securing a greater share of betting revenue will help strengthen oversight. However, bookmakers warn that the increased costs could push smaller operators toward more aggressive promotional strategies, such as free bets and deposit match offers, to remain competitive.
The AFL originally proposed a minimum annual fee of $20,000 for all bookmakers taking bets on its games. Following negotiations, the fee structure was revised to ease the burden on smaller operators. In 2025, the fee will be $3,000, increasing to $5,000 in 2026 and $7,000 in 2027. While larger betting firms can absorb these costs, smaller bookmakers, many of whom rely on horse racing markets, say the fees create financial strain.
James Filgate, the owner of betting brand JimmyBet, voiced concerns about the impact on smaller operators. “The only way to increase my turnover would be to introduce and advertise an incentive program on the AFL product to increase my turnover by twentyfold, for viability,” he told The Guardian.
Filgate added that not offering AFL betting markets would make his business less appealing to customers who expect a variety of options. “This will create less competition in the market, if businesses like mine don’t bet on the [AFL] or fold,” he said.
With the new fees in place, some bookmakers are considering ramping up promotional incentives to attract customers. Free bets and deposit bonuses, often targeted at casual gamblers, could become more widespread. Advocates for gambling reform argue these incentives disproportionately affect inexperienced bettors, increasing their likelihood of financial loss.
Filgate questioned why the AFL was further entrenching itself in gambling revenue streams. “The AFL has a social responsibility to all its supporters of the game and its partners to ween itself from the gambling revenue, before its dependence is irreversible,” he said.
“I don’t understand why the AFL is wanting to go down this path to budget a financial scenario where it becomes dependent on gambling revenue, especially as a growing number of clubs have listened to members and moved away from pokies.”
Nearly 18 months ago, a federal inquiry led by the late Labor MP Peta Murphy recommended banning gambling inducements. Despite the recommendation, no legislative action has been taken.
Samantha Thomas, a gambling expert at Deakin University, criticized the AFL’s approach. “We are in increasingly dangerous territory when discussions seem to be more about who will profit from gambling, rather than how can we do all we can to prevent gambling-related harms,” she said.
The AFL has not publicly addressed its revenue strategy, but internal league documents obtained by The Guardian suggest officials are increasingly concerned about gaps in their ability to monitor betting activity. They described the situation as an “unprecedented” integrity challenge.