Australia Gambling climate shifts as Will Hill loses Aussie Open Ads

Not seeing an ad for punting at the Australian Open would be like not having a cup of coffee in the morning. The advertisement of wagering mechanisms has become so commonplace among sports venues, we’ve simply come to expect it. Amid allegations of corruption and probable changes to Australia gambling law, that’s about to change.

Organizers of the Australia Open have announced that they are dropping the ads of William Hill, a UK bookmaker who they signed a sponsorship contract with in 2015. And while the government is preparing to tighten its boot straps on gambling related advertisements, that’s not the only reason tennis will be seen without the bookmaker’s banners next year.

Match-Fixing News Eclipses Australia Open

The 2016 Australian Open drew more press to an issue surrounding possible match-fixing than it did the actual athletic accomplishments of its competitors. Allegations of corruption were flung in all directions this year, mostly revolving around lower-tier match-ups that involved players ranked, or previously ranked, among the sport’s top 50 competitors.

The accusations lead to a lengthy, international review, headed by English Barrister Adam Lewis QC. The results of that investigation aren’t expected to materialize until after the 2017 Australian Open, but in the meantime, Tennis Australia said has fortified the active policing of all local tournament involving elite and Pro Tour level players.

While all of this was unfurling in January, many criticized the presence of William Hill among the sport’s Australia gambling ads. The motive behind such criticism seemed to be that match-fixing would not exist if there weren’t so many punters being encouraged to open their wallets to bet on the games.

Anti-gambling groups immediately took notice of the sponsorship deal when Will Hill was announced as an “official betting partner” last year. They argued that corruption and match-fixing would be an inevitable side effect.

Will Hill Ad Omission Confirmed

The decision to omit the online bookmaker’s ads from the Australia Open was confirmed this week by Tennis Australia executive Richard Heaselgrave.

“We have discussions with all our partners each year to amend their rights and benefits,” he said in an interview with BBC. “William Hill won’t have on-court signage for 2017.”

Xenophon Optimistic About Change

Senator Nick Xenophon, who’s been one of the most outspoken advocates of Australia gambling law reform, was happy to hear the organization was severing it’s “unprecedented ties” with the gambling operator, although he seemed concerned over any potential backlash that may result.

“It’s a welcome step provided there’s no sting in the tale,” he told the press. “Ultimately I want to see an end to all gambling sponsorship at sporting events because so many children are exposed to it.”

Bigger Purses Needed for Low Tier Matches

Stephen Healy, President of Tennis Australia, believes that the level of corruption among matches in the country is almost non-existent, although he did recognize the need to safeguard the sport from potential match-fixing. Healy said eliminating gambling advertisements is a good step, but that increasing the prize money for low-tier events is crucial.

Athletes that compete at these lower levels win substantially less money than those that compete in higher events. Thus they are more susceptible to bribery from those who may seek to fix matches in Australia for gambling purposes.

“We have lobbied extensively for more prize money at ITF Futures and ATP Challengers, and from next year we will see increased prize money for lower tier Australian Pro Tour events,” he said.