A new game against gambling-related harm

Australian footy clubs are shifting the culture of online sports gambling in community football, with new research revealing a significant change in attitudes – and actions – among players, coaches, and volunteers. Seven in ten of those surveyed now feel empowered to address gambling related harm within their clubs, a major increase from less than half before the Real Stakes program began.

The cultural change is being driven by The Real Stakes, a program launched in February 2025 across 208 clubs in the Victorian Amateur Football Association, Perth Football League and Adelaide Footy League.

More than 40,000 players, coaches and volunteers were engaged through 15 in-person workshops and nine webinars led by lived experience experts with educational resources, support materials and specialised training.

Deane Pieters, CEO of program developer Elevate Strategic said the initiative came at a critical time, with Australians collectively gambling $31.5 billion per year, equating to the highest per capita in the world, according to the Queensland government’s Australian Gambling Statistics report.

“We set out to give community clubs the practical tools to protect their people from gambling-related harm – and that’s exactly what we’re seeing,” Mr Pieters said.

“Gambling for the sake of it halved among coaches, volunteers and the board since the program’s implementation, telling us that leaders are changing their behaviour and that shift is rippling outward.

“In a country where gambling is more widespread than anywhere else in the world, community clubs are proving they can be powerful, protective spaces.”

The impact goes beyond awareness, with post-campaign research revealing a 19 per cent increase in recognition of gambling’s damaging effects on personal relationships – pointing to a deeper understanding of its emotional and social toll.

VAFA CEO Jason Reddick said the program is addressing an important need in the community.

“Community football clubs have become the key support groups for young men and women who are challenged with the stresses of life.

“One of those growing concerns has been the negative impact of the heavily promoted online sports gambling industry.

“The VAFA is extremely proud to be at the forefront in addressing this problem though the implementation of The Real Stakes program, which champions cultural change and provides practical means of safeguarding our footballers from gambling harm.” 

The Real Stakes was strategically launched during the peak football season – traditionally a high-risk period for gambling activity – ensuring clubs were equipped when it mattered most, helping members navigate risks with greater awareness and support.

The Real Stakes was supported by the Australian Government through a Strong and Resilient Communities (SARC) Activity Grant to engage with and educate local communities about the risks of gambling and how to recognise and address gambling-related harm.

• 93 per cent of community footballers in Perth, Adelaide and Melbourne believe online sports gambling is negatively impacting lives.

• 74 per cent of those surveyed support a total ban on gambling advertising during sports broadcasts.

• 70 per cent of those surveyed now feel empowered to address gambling related harm – up from less than half before the campaign began.