The South Australian State Government has partnered with Adelaide United, an A-League soccer club, to establish good practices and role models to promote sports without the need to advertise sports betting services. The multi-year partnership is in response to the prevalence of sports betting in the state.
Authorities hope that cooperation with the football team will help offset interest in sports betting. The announcement was issued after the local government launched its “come for the game” campaign and an initiative to prevent sports betting from becoming the main focus of sports events at the expense of sports.
The AU$328,000 communications campaign reinforces the positive aspects of sport without gambling across television, radio, websites, social media ads and on-ground advertising at Coopers Stadium. It also focuses on reaching out to young people and parents who are most likely to bet on sports.