Change in Sportsbet Policy engulfs AFL identities amid gambling scrutiny. The change in sports betting policy for the AFL in Australia is under its most intense microscope to date. What began as a “subtle tweak” to Sportsbet’s internal policy has triggered a cascading reaction, forcing high-profile identities to choose between their official league roles and lucrative wagering partnerships.
The controversy has reignited a national debate over integrity, the “revolving door” between AFL governance and betting boardrooms, and the saturation of gambling in Australian culture.
Why Sportsbet Changed Its Policy: The Nick Foot Catalyst
The shift was sparked by growing public backlash regarding AFL umpire Nick Foot. Despite no allegations of misconduct, Foot’s role in providing horse racing analysis for Sportsbet’s “Get On” program created an “uncomfortable” optic for fans.
In response, a Sportsbet spokesperson confirmed the company will no longer feature serving sports administrators or officials in its programming. The goal was to create a “clear separation”, but the move has instead exposed just how deeply embedded betting companies are within the AFL ecosystem.
Kane Cornes and the “Great Divide”
The most significant fallout involved former Port Adelaide star Kane Cornes. Forced to choose between his media career and his official capacity as an AFL All-Australian selector, Cornes chose the bookmaker.
“I really enjoy the work at Sportsbet,” Cornes told Channel Seven. “Now that Sportsbet have made the policy change, they did; there was no other option [but to step down].”
Cornes’ resignation raises a vital question: Should individuals on voting panels for the game’s highest honours be permitted to receive paychecks from the very companies that profit from the odds on those awards?
Kate McCarthy and the Norm Smith Connection
The spotlight has also turned to Kate McCarthy. As a selector for the AFLW All-Australian team and a judge for the 2024 Norm Smith Medal (awarded to Will Ashcroft), McCarthy represents the direct intersection of official decision-making and betting markets.
While McCarthy recently missed her regular Sportsbet appearance alongside Cornes due to reported “illness”, her continued association with the bookmaker casts doubt on her future participation in official AFL voting panels.
The Contrast: Abbey Holmes and the “Clean” Path
While many have aligned with betting giants, others have taken a visible stand. Abbey Holmes, who sits on the AFL All-Australian panel alongside Luke Hodge, has used her platform to highlight the dangers of the industry.
In 2020, Holmes shared a personal account on the Gambler’s Help website regarding a close friend’s addiction, stating, “I hope that by sharing his story, we can raise some awareness.” This contrast highlights a growing divide within the AFL media: those who view betting partnerships as a standard revenue stream and those who see them as a conflict of interest.
Corporate Scandals: Tabcorp and the AFL “Revolving Door”
The scrutiny is not limited to Sportsbet. Luke Hodge, an AFL All-Australian selector and TAB ambassador, has also faced questions. While Hodge stated he has received “no notice” from TAB to step down, his employer is facing its own crisis.
Tabcorp, now led by CEO and former AFL chief Gillon McLachlan, recently saw its share price plummet by 25% following reports to the ASX that Austrac is investigating “serious concerns” regarding anti-money laundering and terrorism financing risks.
The appointment of McLachlan to lead a major gambling firm immediately after exiting the AFL’s top job has become a symbol for critics who argue the league is too close to the wagering industry.
Calls for a “Clean Break”
Former Collingwood president Eddie McGuire has called on the AFL to implement a hard line on the issue. Speaking on Footy Classified, McGuire suggested a new mandate:
“How about if the AFL comes out and says from here on in, if you are getting a payment from a betting company, you are disqualified from voting on any award?”
| Conflict Point | Current Status |
| Official Umpiring | Prohibited for Sportsbet talent (Nick Foot out) |
| Award Voting | Uncertain; Cornes resigned, McCarthy/Hodge under scrutiny |
| Leadership | High-level crossover (Gillon McLachlan moving to Tabcorp) |
| Advertising | Heavy integration remains in broadcasts and digital content |
The Future of Integrity in the AFL
As political pressure mounts and public sentiment shifts, the AFL may be forced to introduce stricter “Integrity Guards”, including the following:
- Mandatory Recusal: Disqualifying betting ambassadors from voting on the Brownlow, Norm Smith, or All-Australian teams.
- Shadowing Restrictions: Preventing former AFL executives from taking gambling roles for a set period.
- Reduced Visibility: Limiting live odds discussions during match broadcasts.
Responsible Gambling & Support
As sports betting continues growing in popularity across Australia, responsible gambling remains more important than ever.
Online betting should always be treated as entertainment rather than a source of income. Punters should set clear budgets, avoid chasing losses, and take regular breaks from gambling activity.
Australians seeking support can access services, including:
- Australia: Gambling Help Online – 1800 858 858
- National Debt Helpline: 1800 007 007
- UK: NHS National Problem Gambling Clinic – 020 7381 7722
- USA: National Council on Problem Gambling – 1-800-MY-RESET
The growing debate surrounding AFL and betting partnerships also serves as a reminder of the broader social impacts associated with gambling advertising and wagering accessibility.
Sportsbet Policy FAQs
- Why did Sportsbet change its policy?
Following public backlash regarding AFL umpire Nick Foot, Sportsbet decided to remove all “serving sports administrators or officials” from their content to ensure a clear separation between the game and the bookmaker.
- Is Kate McCarthy still an AFLW selector?
As of May 2026, her role is under scrutiny. While the AFL and Sportsbet have suggested there is less conflict in the AFLW due to smaller betting markets, her participation in the Norm Smith Medal (Men’s) voting is now considered untenable under the new policy.
- What is the “Austrac investigation” involving TAB?
Tabcorp (TAB) is currently being investigated over concerns regarding its ability to manage risks related to money laundering. This news caused a significant drop in their share price and has added to the general scrutiny of betting companies in sport.
- Who is the CEO of Tabcorp?
Gillon McLachlan, the former CEO of the AFL, took over as Chief Executive of Tabcorp in 2024, a move that critics often cite when discussing the “blurred lines” between the league and the betting industry.
- Why did Kane Cornes resign from his AFL selector role?
Kane Cornes stepped down as an AFL All-Australian selector because Sportsbet’s updated policy prohibited him from holding an official AFL position while remaining a paid personality for the bookmaker. Cornes publicly stated that he chose to prioritise his career with Sportsbet over his official voting duties.
- Does the AFL have rules preventing officials from taking gambling-related jobs?
Currently, there is no cooling-off period or “shadowing restriction” that prevents AFL executives from moving directly into the wagering industry. This is highlighted by Gillon McLachlan’s transition to CEO of Tabcorp shortly after serving as the AFL’s chief executive.
- Why is Abbey Holmes’ stance significant in this controversy?
Abbey Holmes provides a high-profile “clean” alternative in the media landscape. Despite sitting on the All-Australian panel, she has explicitly distanced herself from wagering partnerships and has actively campaigned for gambling addiction awareness via the Gambler’s Help platform.
- How does the AUSTRAC investigation affect the AFL?
While the investigation focuses on Tabcorp’s internal anti-money laundering compliance, it creates a reputational risk for the AFL. As a major partner of the league, any legal or ethical scandal involving TAB intensifies public pressure on the AFL to distance itself from the wagering industry.
- What are “Integrity Guards”, and how could they change the AFL?
Integrity Guards are proposed regulations, such as mandatory recusal, that would legally or contractually prevent anyone with a betting industry partnership from influencing game outcomes or awards. These measures aim to protect the sport from perceived or actual conflicts of interest.
- What did Eddie McGuire propose regarding betting payments?
Eddie McGuire proposed a hard mandate on Footy Classified, suggesting that the AFL should officially disqualify anyone receiving a payment from a betting company from being involved in any award voting or official process that has a betting component.
