This week it was revealed that Australian Football League club Carlton has dropped their sponsorship deal with William Hill in an effort to join the league in taking a stronger stance on social issues on the continent.
Instead of keeping a betting firm, the club is instead partnering with the Victorian Responsible Gambling Foundation, with whom it signed a three-year sponsorship deal. In recent years, the AFL has tried to move toward becoming a more socially responsible brand. Thus far, eight AFL clubs have cut ties with their gambling sponsors.
Commenting on the switch Carlton CEO Steven Trigg said, "It's a cultural shift. There's a lot of things at Carlton we've been aiming to and are shifting. Our desire (is) to be leaders in a host of social issues and this one's really important.
"To call out the elephant in the room, there's been a perception of Carlton over a long period of time in terms of its (poker machine) venues and it's not incongruent, it's totally congruent to take a responsible gambling position right across the club and we're very pleased to be involved."