Under the new three-year partnership, the government will commit a total of AUS$328,000 (£175,133/€206,141/US$233,128) in funding for advertising across various channels such as TV, radio, online, social media, and outdoor to promote the ‘Here For The Game’ campaign. The aim of these advertisements is to emphasize the ability to enjoy sport without engaging in gambling activities. Key messages include ‘Here for the memories, not for the early bet payouts’ and ‘Here for the fans, not odds-on favourites’.
Adelaide United captain Stefan Mauk, young star Mohamed Toure, and women’s forward Chelsie Dawber will join as ambassadors for the new campaign. This partnership follows Adelaide United’s decision to discontinue collaborations with sports betting brands. “We want our supporters and community to focus on the positive impact that football can bring to their lives,” said Adelaide United chief executive Nathan Kosmina. “The attitudes of young people towards gambling are heavily influenced by the sporting brands they engage with. Our responsibility is to foster a love for the game and raise awareness about the negative consequences of sports gambling.”
South Australia’s Minister for Human Services Michelle Lensink expressed concern about the significant rise of sports betting among young people in the state. “Sports betting is the fastest-growing form of gambling in South Australia, and this is particularly worrying among our youth,” Lensink stated. “Our partnership with Adelaide United aims to enhance awareness and educate South Australians about the risks associated with sports betting and ways to stay safe. The ‘Here For The Game’ campaign specifically targets young men, who are more likely to engage in sports betting, as well as parents who have a major influence on their children’s attitudes towards gambling.”
The launch of the campaign coincides with the release of a survey conducted by the South Australian government. The survey revealed that 78% of respondents in the state were concerned about the exposure of children to sports betting advertising. Furthermore, 75% of eight to 16-year-olds were able to identify at least one sports betting brand, while 83% of respondents believed that betting advertising normalized gambling on sports. Additionally, the study found that 32% of bettors in the state engaged in risky levels of sports betting, while total sports betting losses in Australia tripled to $8.3 million between 2005 and 2019. “The research indicates the importance of addressing this issue from an early age and starting from the grassroots level. By utilizing sports idols and fans to convey the message, we hope to have a strong impact and encourage reconsideration before placing a bet,” Lensink concluded.
