B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • WPP
  • AFL
  • Anthony Albanese
  • Thinkerbell
  • NRL
  • Federal Election
  • Cannes Lions
  • State of Origin
  • AI
  • B&T Women in Media
  • Spotlight on Sponsors
  • Channel 10
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Spotlight On Sponsors: Backlash As GWS Giants Lock In Major Gambling Sponsor
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Spotlight On Sponsors: Backlash As GWS Giants Lock In Major Gambling Sponsor
Marketing

Spotlight On Sponsors: Backlash As GWS Giants Lock In Major Gambling Sponsor

Aimee Edwards
Published on: 26th February 2024 at 10:57 AM
Aimee Edwards
Share
4 Min Read
SHARE

In their 12th season in the AFL, the Greater Western Sydney Giants had a solid run through to the finals series. With hopes high, the boys from Western Sydney fell out of the finals at the last moment, losing by just one point to Collingwood.

Welcome back to B&T’s Spotlight on Sponsors series, where we unpack all the major sponsorship news from each NRL and AFL team in the lead-up to the new season.

The off-season has been alight with controversy this year after the signing of one questionable partnership saw massive backlash.

B&T has you covered on all the latest sponsorship news out of Western Sydney below.

TABcorp

Reportedly, GWS has recently, and very quietly, signed a sponsorship deal with gambling giant Tabcorp, bringing it on as a platinum partner.

GWS, who are a Sydney-based club but who have a second home in the nation’s capital, have received backlash for the deal, with many questioning the moral implications of this kind of sponsorship.

The ACT attorney general, Shane Rattenbury, who has previously taken on the gambling industry for targeting young men, called the decision irresponsible. “I am really disappointed to see the Giants strike this deal with the TAB as we need to see a reduction in the link between sport and sports gambling,” Rattenbury said.

“There is simply too much advertising during sport, and young people, in particular, are significantly overexposed and are, in fact, facing saturation levels of gambling advertising. It’s not a healthy connection”.

B&T contacted GWS for details of the partnership, but the club declined to comment.

ACT Government

In 2022, the ACT government signed a landmark deal with the GWS giants, extending their existing partnership to the end of the 2032 season. As part of the deal, the team assists the government with game development at the grassroots level in the Canberra area.

Since entering the league in 2012, Canberra has claimed the team, securing at least three AFL Premiership Season games a season at the iconic Manuka Oval, pre-season games, and an AFLW Premiership Season match every year.

“The ACT Government and the people of Canberra have been an integral part of our club since our inception, and the long-term commitment from both sides signifies our ongoing dedication to the ACT,” said Giants chief executive officer David Matthews.

Western Sydney University

In 2022, Western Sydney University extended its partnership with GWS to support its AFLW team with its logo prominently featured on the team’s jerseys. The university first signed with the club in 2012 and has collaborated on several school and community programs.

Credit – GWS Giants

“Our partnership with Western Sydney University is a long-standing and overwhelmingly successful one as our two organisations have worked together for over a decade on a unique and exciting partnership that builds on our club’s ongoing engagement with our western Sydney community,” said Giants chief executive officer David Matthews back in 2022.

“The extension of this partnership to become a major partner of our AFLW program and official education partner of the club is another exciting step in our journey together”.

Principal Partner

  • Toyo Tires

Major Partner

  • Harvey Norman

Platinum Partner

  • Vailo Community Centre
  • EFEX
  • Bingo Industries
  • Crypto.com
  • Capital Brewing Co
  • Puma
  • Sydney Showground

Watch this space for a breakdown of the sponsorship from each AFL team in the lead-up to the 2024 season launch next month.

Did you miss yesterday’s article? Check it out now for all the sponsor news from the Sydney Swans.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: AFL, GWS Giants, Spotlight on Sponsors
Share
Aimee Edwards
By Aimee Edwards
Follow:
Aimee Edwards is a journalist at B&T, reporting across media, advertising, and the broader cultural forces shaping both. Her reporting covers the worlds of sport, politics, and entertainment, with a particular focus on how marketing intersects with cultural influence and social impact. Aimee is also a self-published author with a passion for storytelling around mental health, DE&I, sport, and the environment. Prior to joining B&T, she worked as a media researcher, leading projects on media trends and gender representation—most notably a deep dive into the visibility of female voices in sports media. 

Latest News

Westpac Banks On Michelle Klein To Lead Marketing & Growth
23/06/2025
Diversity Council Australia Celebrate Its 40th Birthday With New Brand Identity
23/06/2025
The B&T Awards Are Back!
23/06/2025
Cannes Lions Investigating Grand Prix Win Amid Claims Of Manipulated Submission
23/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?