The Perth Football League (PFL), in collaboration with the Adelaide Footy League and the Victorian Amateur Football Association, has officially launched ‘The Real Stakes,’ a groundbreaking initiative aimed at addressing the increasing harm caused by online sports gambling in community football. The program was unveiled Thursday morning (27/2/25) in Perth, with PFL CEO Andrew Dawe, Elevate Strategic Founder & CEO Deane Pieters, and West Coast Eagles player and program ambassador Matt Owies in attendance. While West Coast Eagles AFLW Captain Emma Swanson was unable to attend, she also stands as a proud ambassador for the initiative.

The launch, which attracted significant media attention, marks a major step forward in the fight against gambling harm within grassroots football. ‘The Real Stakes’ is a joint initiative between the Perth Football League, the Victorian Amateur Football Association, and the Adelaide Footy League, collectively representing nearly 40,000 community members across 208 clubs.

Andrew Dawe highlighted the importance of the program, emphasizing the responsibility community football has in fostering a safe and supportive environment for players.

“For 94% of our players, their football club is central to their mental health,” Mr. Dawe said. “This program is about reminding everyone that true mateship means looking out for each other and supporting your mates.”

Elevate Strategic CEO Deane Pieters stressed the urgency of the initiative, citing alarming statistics around gambling in Australian sport.

“We’re facing a crisis in Australian sport,” Mr. Pieters said. “Australians collectively gamble $31.5 billion per year, the highest per capita rate in the world2. Gambling participation has more than doubled in less than a decade, with the most dramatic growth among players aged 20 to 49—the heart of community football. ‘The Real Stakes’ delivers practical tools and support to identify and address harm related to online sports gambling, learn how to prevent it, and understand how to support your friends or even yourself.”

Program ambassador Matt Owies echoed these sentiments, drawing on his personal experience in the game.

“Every AFL player starts at a local club,” Owies said. “These are the places where we learn our values and form lifelong friendships. Now, these same clubs are stepping up to raise awareness of the real harm that sports gambling can cause. It’s a powerful example of community sport taking the lead in building stronger and more resilient club environments.”

The initiative comes as research reveals troubling trends in online sports gambling, particularly among young men. Recent studies conducted across the three leagues found that one in three young men felt pressured to bet by their mates, while 20% of players aged 15-34 reported betting more than they could afford1.

‘The Real Stakes’ will roll out in March, featuring 15 in-person workshops and nine webinars across Victoria, South Australia, and Western Australia. The program also includes training for coaches and volunteers, an online hub with resources, and a dedicated themed round in May to further highlight the issue. A comprehensive research and evaluation framework will measure its impact.

This initiative is being delivered through a Strong and Resilient Communities (SARC) Activity Grant, an Australian Government initiative, and represents a significant step in protecting the future of community football from gambling-related harm.

With support from key ambassadors and the commitment of all three leagues, ‘The Real Stakes’ is set to make a lasting impact on grassroots football, reinforcing the values of mateship, wellbeing, and community strength.

More info can be found on The Real Stakes website: 

References:

Australian Institute of Family Studies. (2022). Regular online betting in Australia. Retrieved from https://aifs.gov.au/research/research-snapshots/regular-online-betting-australia-2022

Queensland Government Statistician’s Office. (2024). Australian Gambling Statistics. Retrieved from https://www.qgso.qld.gov.au/statistics/theme/society/gambling/australian-gambling-statistics

Central Queensland University. (2024). National research reveals online habits double in a decade. Retrieved from https://www.cqu.edu.au/news/708252/national-research-reveals-online-habits-double-in-a-decade