A-Leagues Brandish Offshore Operator’s Logo in Overseas Broadcasts

The Australian Professional Leagues, which feature teams that had previously vowed to never take money from gambling operators, have digitally injected ads for 8XBet into international broadcasts of A-League games. This has raised some eyebrows considering the operator’s lack of an Australian license and history of operating illegally.

8XBet is not a legal bookmaker in Australia and therefore cannot promote its products in the country. The company had been forced to withdraw from the country a while ago but has now struck an overseas promotion deal with the APL.

Under the agreement, the APL has digitally included the operator’s logo in international broadcasts. During certain matches, the logo can be seen in as many as 10 locations at the same time.

While the agreement does not include the broadcasting of ads in Australia, it has aggravated critics who say that the A-Leagues are selling out.

Selling Out?

The 8XBet ads are fully digitally-imposed, thus invisible to consumers in Australia. As a result, the agreement doesn’t violate any Australian laws. However, teams’ previous promises that they would never be affiliated with gambling companies seem to be broken, at least according to some people.

For reference, the ads were especially visible during a recent clash between Sydney FC and Western Sydney Wanderers. The latter team had previously slammed the proliferation of gambling content and had critiqued the increasing association of sports with gambling.

The deal was further critiqued because of 8XBet’s history of illegal operation in Australia. The company was forced to leave the local market in 2022 following an investigation by the ACMA. The watchdog learned that the company had taken money from local customers despite lacking the necessary license to do so.

The Alliance for Gambling Reform’s CEO, Carol Bennett, was not amused at the APL’s deal with 8XBet. She was firm that the A-leagues are selling out to offshore operators and described this decision as “very disappointing.”

Allowing themselves to be used by gambling companies to attract more losers is very disappointing, especially at a time when soccer is well positioned to increase its reach and engagement.

Carol Bennett, CEO, Alliance for Gambling Reform

8XBet and the APL are yet to release statements on the matter.