The Australian Football League (AFL) is facing criticism from both bookmakers and gambling reform advocates over its efforts to secure a larger share of wagering revenue—a move that some warn could lead to an increase in promotional gambling incentives. Critics argue that such a shift could heighten gambling-related harm, particularly among casual and amateur bettors.
According to reports from The Guardian Australia, AFL executives have expressed concerns about sports betting integrity, believing that a greater share of betting revenue would enhance their oversight capabilities. However, bookmakers argue that the financial strain of the AFL’s demands could force smaller operators to ramp up aggressive marketing tactics to remain viable.
Initially, the league proposed a flat annual fee of $20,000 for all bookmakers offering AFL betting markets. Following industry negotiations, a revised tiered structure was introduced, lowering the fee for smaller bookmakers to $3,000 in 2025, increasing to $5,000 in 2026 and $7,000 in 2027. While major betting companies can absorb these costs, smaller operators—many of whom primarily focus on horse racing—see them as a significant burden.
James Filgate, owner of betting brand JimmyBet, voiced concerns about the impact on independent bookmakers. “To cover these fees, I would need to dramatically increase turnover on AFL betting, which would likely mean introducing new incentives and promotions,” Filgate told The Guardian.
“If we choose not to offer AFL betting, our overall product offering becomes less attractive to customers. This will push smaller operators out of the market, reducing competition and leaving punters with fewer choices.”
Bookmakers are reportedly exploring options such as free bets and deposit match promotions to counterbalance the AFL’s new fee structure. These types of incentives often target casual bettors, who may be less experienced and more vulnerable to financial losses.
Filgate also raised concerns about the AFL’s growing reliance on gambling revenue. “The league has a responsibility to its supporters and stakeholders to reduce its dependency on betting money before it becomes irreversible,” he said.
“It’s surprising that the AFL is leaning further into gambling revenue at a time when more clubs are distancing themselves from pokies due to member concerns.”
Gambling reform advocates have also expressed opposition to the increased use of betting inducements. Nearly 18 months ago, a federal inquiry led by the late Labor MP Peta Murphy recommended an immediate ban on such promotions, but legislative action has yet to be taken.
Samantha Thomas, a gambling expert at Deakin University, criticized the current focus on revenue over consumer protection. “The conversation seems to be more about who will profit from gambling rather than how to mitigate harm,” she said. “That is a dangerous trajectory.”
The AFL has not publicly commented on its revenue strategy, but internal documents accessed by The Guardian suggest that officials are concerned about gaps in betting oversight, calling it an “unprecedented” integrity risk.
Jim Wackett, general manager of Wesley Mission, emphasized the need for government intervention. “If the AFL squeezes bookmakers for more money to fix its integrity system, bookmakers will inevitably pass those costs onto punters,” Wackett said.
As debate over the AFL’s financial approach continues, concerns persist over the broader implications for both sports integrity and responsible gambling practices.
