Love the Game, Not the Odds


We’re proud to continue our partnership with the Victorian Responsible Gambling Foundation because we love the game.

Love the Game is about reducing the exposure of young people to sports betting promotion and disrupting the social norm of betting and sport.

These days sports betting advertising is everywhere and for young people, especially, it would be hard to remember a time when we watched sport without thinking about the odds. Today’s ads make it look like you need to have a bet on the game to enjoy it.

When young people see excessive sports betting promotion it can seem like gambling is normal, and that sport is all about the odds, not the game. When something feels normal, it doesn’t seem risky.

Did you know a recent qualitative study showed 75% of kids aged 8-16 who watch sport, think betting on sport is normal? The study also showed that 75% of kids could name one or more sports betting brands.

Working together with the Victorian Responsible Gambling Foundation, we’re focused on helping reduce the exposure of our fans, officials and players to sports betting promotion.

This year, state leagues and clubs will be taking part in our dedicated Love The Game Round to help educate clubs on creating a safe and healthy environment for members to understand the risks involved with the increased normalisation of gambling in the community.

Join us in celebrating all the great moments this season and talk to young people in your life about the risks and consequences of gambling.

Remember to love the game, not the odds.

Visit for more information.

PLEASE NOTE: The timing of Love The Game Round 2020 will be reviewed amidst the COVID-19 situation and dates will be communicated at the earliest convenience.

Premier partners

Official Partners

Official licencee / supplier

Community Partners