LostDoggy
06-11-2008, 07:50 AM
Betting firms want slice of AFL pieDan Silkstone | November 6, 2008 (The Age)
THE AFL will rejig exclusive deals with two gambling companies that are threatening to block new sponsorship money entering the sport.
But despite a host of likely changes aimed at funnelling more gambling money into football, a ban on bookmaking companies sponsoring clubs is set to continue, putting the league's interests on a possible collision course with its poorest clubs.
As the Western Bulldogs, Richmond and Melbourne struggle to attract major sponsors in a difficult economic climate, a flood of new gambling money is rushing into sports sponsorship.
Corporate bookmakers — mostly Darwin-based — had been prevented from advertising in Victoria and NSW or sponsoring sporting teams. But the removal of those obstacles by the two state governments has started a scramble for sponsorship properties across Australian sport.
Already, agencies have signed as naming rights sponsor for the A-League's Newcastle Jets and as major sponsor of the Australian Masters golf tournament. But while many betting companies say they are interested in backing AFL clubs, they have been prevented by the league's exclusivity deals with Betfair and Tabcorp.
The five-year "partnership" deals were signed in 2005 as part of an agreement expected to net the league a share of gambling revenue valued at up to $10 million. They also included a requirement that the two companies provide client lists to the league to ensure that players are not betting on football.
Several bookmaking firms — including Sportsbet and Centrebet — have held talks with the Western Bulldogs hoping to secure an agreement to sponsor the club.
Centrebet has received an official proposal from the Bulldogs, outlining the level of contribution that is required. Richmond confirmed yesterday it had also held talks with bookmaking agencies about sponsorship.
But neither Centrebet nor Sportsbet are currently permitted to sponsor a club, under the AFL's exclusive deals with Betfair and Tabcorp.
Bulldogs chief executive Campbell Rose recently called for the AFL to review its position, saying it would be extremely disappointing if the league's commercial arrangements stopped his club from securing an economic lifeline.
After meeting Sportsbet officials last week and fielding several more requests from within the industry, the league has rushed through a review of its rules.
But the new rules will not relax the ban on sponsoring teams, as the league is keen to protect its existing partners.
Instead, a list of "AFL approved" bookmakers will be drawn up. Agencies are likely to pay a licence or registration fee to be on the list and will then be required to share records to ensure that players and officials are not betting on football.
AFL-approved bookmakers would be permitted to enter limited deals with clubs, including signage at games and taking out corporate hospitality packages. But the agencies would not be allowed to sponsor "intellectual property" such as jumpers, shorts or team names.
Sportsbet's Matt Tripp said yesterday that the limited changes were "a step in the right direction", but added his company had $1 million to spend on sponsoring one or more teams if the league changed its mind.
THE AFL will rejig exclusive deals with two gambling companies that are threatening to block new sponsorship money entering the sport.
But despite a host of likely changes aimed at funnelling more gambling money into football, a ban on bookmaking companies sponsoring clubs is set to continue, putting the league's interests on a possible collision course with its poorest clubs.
As the Western Bulldogs, Richmond and Melbourne struggle to attract major sponsors in a difficult economic climate, a flood of new gambling money is rushing into sports sponsorship.
Corporate bookmakers — mostly Darwin-based — had been prevented from advertising in Victoria and NSW or sponsoring sporting teams. But the removal of those obstacles by the two state governments has started a scramble for sponsorship properties across Australian sport.
Already, agencies have signed as naming rights sponsor for the A-League's Newcastle Jets and as major sponsor of the Australian Masters golf tournament. But while many betting companies say they are interested in backing AFL clubs, they have been prevented by the league's exclusivity deals with Betfair and Tabcorp.
The five-year "partnership" deals were signed in 2005 as part of an agreement expected to net the league a share of gambling revenue valued at up to $10 million. They also included a requirement that the two companies provide client lists to the league to ensure that players are not betting on football.
Several bookmaking firms — including Sportsbet and Centrebet — have held talks with the Western Bulldogs hoping to secure an agreement to sponsor the club.
Centrebet has received an official proposal from the Bulldogs, outlining the level of contribution that is required. Richmond confirmed yesterday it had also held talks with bookmaking agencies about sponsorship.
But neither Centrebet nor Sportsbet are currently permitted to sponsor a club, under the AFL's exclusive deals with Betfair and Tabcorp.
Bulldogs chief executive Campbell Rose recently called for the AFL to review its position, saying it would be extremely disappointing if the league's commercial arrangements stopped his club from securing an economic lifeline.
After meeting Sportsbet officials last week and fielding several more requests from within the industry, the league has rushed through a review of its rules.
But the new rules will not relax the ban on sponsoring teams, as the league is keen to protect its existing partners.
Instead, a list of "AFL approved" bookmakers will be drawn up. Agencies are likely to pay a licence or registration fee to be on the list and will then be required to share records to ensure that players and officials are not betting on football.
AFL-approved bookmakers would be permitted to enter limited deals with clubs, including signage at games and taking out corporate hospitality packages. But the agencies would not be allowed to sponsor "intellectual property" such as jumpers, shorts or team names.
Sportsbet's Matt Tripp said yesterday that the limited changes were "a step in the right direction", but added his company had $1 million to spend on sponsoring one or more teams if the league changed its mind.