The AFL and NRL are preparing for a financial hit as the Albanese government unveils a sweeping suite of gambling advertising reforms.
The new regulations will enforce a total blackout of betting advertisements during live sport broadcasts between 6:00 am and 8:30 pm, alongside a strict cap of three advertisements per hour outside of live play.
The reforms will outlaw gambling logos on jerseys and within stadiums, striking at the heart of lucrative club-level commercial deals.
Currently, the two major codes hold partnerships with Sportsbet valued at approximately $15 million annually.
While several NRL clubs, including the Penrith Panthers and Sydney Roosters, still feature betting brands on their kits, the AFL has largely shifted away from jersey-front wagering sponsors.
However, the in-stadium ban poses a fresh threat to AFL clubs like the Brisbane Lions and West Coast Eagles, who maintain long-standing ties with the TAB and Crown Perth.
Industry experts remain divided on the long-term ramifications for broadcast rights. Global, Media and Sports principal Colin Smith warned that diminished commercial revenue for networks could hamper the NRL's pursuit of a record $4 billion TV deal.
Others argue the innate value of live sport will sustain high premiums from streamers and broadcasters alike.
While horse racing is expected to receive a legislative carve-out, the broader sporting landscape faces a difficult transition.
As the government aligns more closely with international moves—such as the English Premier League’s shirt-front ban—Australian sport must now navigate a future with far less "skin in the game".