8XBet, an offshore gambling company has entered a promotional partnership with the Australian Professional Leagues to advertise its services overseas, according to The Guardian.??

The company previously faced legal issues in Australia and subsequently exited the country.  

Digital advertisements for the gambling platform 8XBet have been showcased during international broadcasts of A-Leagues matches by the Australian Professional Leagues.  

These ads, digitally integrated, prominently feature the company’s logo in various locations, with multiple instances visible simultaneously during certain games.  

The ads, however, are not visible to spectators inside the stadium.   

They only appear during matches involving clubs that have publicly rejected funding from gambling entities and expressed concerns about the growing prevalence of gambling-related ads during live sports events.  

Ads can’t be aired in Australia, New Zealand, others??

The commercial agreement, facilitated by an agency, specifies that the ads cannot be aired in Australia, New Zealand, the US, or the UK.   

8XBet, recognized as an official wagering partner for Manchester City, targets the Asian market, where football and the Premier League enjoy substantial popularity.  

8XBet ads draw criticism??

The disclosure of these digitally inserted 8XBet ads, initially reported by the football magazine Josimar, has drawn criticism from advocates for gambling reform.   

They argue that the A-Leagues are out of touch with their fan base and allege that the league’s integrity is compromised by associating with gambling interests.  

Law on gambling ads??

Australia’s Interactive Gambling Act prohibits offshore gambling companies from offering bets to individuals physically located within Australia and from promoting their services within the country.   

However, there are no restrictions on Australian entities promoting these services overseas.  

8XBet left the Australian market in 2022??

In 2022, the Australian Communications and Media Authority (ACMA) found that 8XBet had permitted Australian clients to participate in gambling activities without holding an Australian license.   

As a result, the company withdrew from the Australian market.