All AFL and NRL clubs in Australia backed by alcohol sponsors

A new report by the Foundation for Alcohol Research and Education (FARE) found that every Australian Football League (AFL) and National Rugby League (NRL) club now has at least one alcohol sponsor, and many also carry gambling sponsorships. The study, State of Play: Alcohol and Gambling Industry Influence in the AFL and NRL, notes that all AFL and NRL television broadcast partnerships are likewise linked to alcohol and gambling companies, with sponsorships increasing in 2026.

FARE CEO Ayla Chorley said the pervasive advertising “saturates every part of our experience of sport” and urged regulators such as the Australian Communications and Media Authority (ACMA) to act. ACMA is currently reviewing rules that allow alcohol ads during sports broadcasts on public holidays and weekends, with a decision expected in the coming weeks. Former NRL player Luke Bateman, who has spoken out about the cultural entanglement of alcohol, gambling and sport, also called for tighter controls to protect children.

The report highlights concerns that the advertising reaches millions, including children, and that it extends to women’s leagues (AFLW and NRLW), creating new avenues for targeting young audiences.