Australia’s proposed gambling advertising reforms would ban betting logos on sports jerseys, but existing sponsorship agreements could remain in place for several more years.
Under the Interactive Gambling Amendment (Gambling Reform) Bill 2026, wagering advertising on sports uniforms and at sporting venues would be prohibited. However, existing arrangements would be grandfathered until 31 December 2031, giving sports clubs time to replace current sponsors.
Five-year transition period draws criticism
The length of the transition period has become one of the main points of contention surrounding the reforms.
Independent Senator David Pocock has argued for a faster phase-out of gambling advertising, noting that some sponsorship arrangements could remain in place even when the reforms undergo their planned review.
The government has defended the transition period as a way to account for existing commercial agreements between sports organisations and wagering companies. The Parliamentary Library noted that some sponsorship contracts are already locked in for several years.
As a result, betting brands could remain visible on sports uniforms until the end of 2031 even after the new restrictions come into effect.
Broader restrictions on gambling advertising
The jersey ban is part of a wider package of proposed gambling advertising reforms in Australia.
The bill would also restrict wagering advertising during live sports coverage, introduce limits on radio advertising during school drop-off and pick-up periods, and tighten rules around online gambling advertising. Wagering advertising at sporting venues would also be prohibited.
The government says the reforms are designed to break the connection between wagering and sport, reduce children’s exposure to gambling advertising and limit its broader saturation across media.
Existing club deals remain in place
The transition period is particularly relevant for professional sports clubs that already have sponsorship agreements with betting and gambling brands.
Such partnerships remain common across Australian professional sport, meaning the impact of the ban will depend not only on when the legislation takes effect but also on whether clubs choose to end existing agreements earlier.
The bill has not yet become law and remains before the House of Representatives.
If passed in its current form, grandfathered arrangements would have to end by 31 December 2031.
