Cricket Australia urged to abandon increased wagering plans
The Alliance for Gambling Reform has implored Cricket Australia to abandon plans to increase gambling revenue, warning the move could deepen the exposure of children to betting and worsen social harms linked to wagering.
The call follows reports that Cricket Australia is exploring options to significantly boost wagering product fees as part of efforts to address a growing revenue gap, with the governing body currently generating around $15 million annually from such agreements — well short of the $40–50 million collected by the AFL and NRL.
Alliance chief advocate Tim Costello said the prospect of expanding ties with betting operators was “deeply disturbing”, citing Australia’s position as the world’s biggest gambling loser per capita, with losses totalling $31 billion annually.
He warned that increased integration between sport and gambling would further expose children to betting marketing, pointing to research suggesting 600,000 under-18s are already gambling and spending an estimated $18 million each year.
Costello acknowledged cricket’s historically more cautious approach, including limiting gambling promotion in the Big Bash League due to its strong youth audience, but urged administrators not to follow other codes.
“Australians are already the biggest losers in the world per capita when it comes to gambling losses, losing a staggering $31 billion. This is causing social harm on an industrial scale including financial hardship, marriage break ups, domestic violence and suicide,” Rev. Costello said.
“But it is also clear that through our sport our children are exposed to gambling advertisement and this is having tragic consequences.
“Research reveals that 600,000 young people under 18 are already gambling, spending $18m annually. If gambling were a sport, it would be the most popular sports of Australia’s youth.”
The debate comes as Cricket Australia weighs broader financial reforms, including potential private investment in Big Bash League franchises, amid shifting global sports business models.
Separately, Australia’s lack of regulation around online casinos continues to push tens of millions of dollars toward offshore, unregulated gambling platforms, further complicating the country’s broader wagering landscape.
Costello said Cricket Australia now faced a critical decision between financial growth and protecting young fans.
“We know that cricket resisted the temptation to plaster the Big Bash League with gambling ads because of the number of children that follow this format of the game,” he said.
“This is the right thing to do.
“The AFL and NRL are all in on gambling – they even get a cut of bets when supporters of the game bet and lose. They have sold out their sports and our children are suffering as a result.
“We implore Cricket Australia and its State leagues to do the right thing and protect our kids.”
