Sporting clubs’ perceptions about harmful industry sponsorship: Lessons from gambling research

Abstract Background Unlike tobacco, there are no restrictions relating to gambling sponsorship in Australian sports. While some sporting teams have voluntarily refused sponsorship deals with gambling companies and other harmful industries, many are still actively entering into or renewing such deals. There is limited understanding of why, despite widespread public concern, sporting organisations continue to engage in commercial partnerships with gambling companies and venues. This study aimed to qualitatively explore the ethical and related practical issues associated with gambling sponsorship. Methods In-depth interviews were held with 24 key decision makers in Australian community sporting organisations. Participants were asked questions relating to attitudes towards gambling, decisions about gambling sponsorship within their clubs, and issues relating to alternative sponsors and sponsorship disparities. Data was analysed using reflexive thematic analysis. Results Interviews revealed the difficulty for sporting organisations to avoid harmful industry sponsorship. When deciding to align with gambling companies, sporting organisations had to consider their own values and the reputational impact of such deals, and balance this with the financial viability of the sporting organisation. Despite sporting organisations relying heavily on sponsorship deals, some stated they would refuse gambling sponsorship for ethical reasons but recognised that sporting clubs in poorer financial positions may be more vulnerable to taking up gambling sponsorship. Conclusions As elite sporting organisations begin to move away from gambling sponsorship, gambling companies may target community sport. The authors consider practical strategies to protect communities from sponsorship from harmful industries. Key messages • Sporting organisations navigate ethical dilemmas when considering gambling sponsorships, weighing values, reputation, and financial viability. Policy action is needed to protect local communities. • Community sporting organisations face increased risk of gambling sponsorship as elite sporting clubs move away, prompting the need for protective strategies.