Last week’s announcement that US rapper Snoop Dogg would headline the pre-game entertainment at the AFL Grand Final sparked immediate backlash from several Victorian organizations dedicated to preventing violence against women. These groups called for the rapper’s removal due to his history of misogynistic and sexually explicit lyrics, arguing that his performance is “dangerous” amidst a rising femicide rate in Australia.
While the debate over Snoop Dogg’s involvement rages on, a more significant and challenging conversation looms over the AFL’s ongoing relationship with industries that contribute to violence against women, particularly gambling and alcohol. This issue was brought into stark relief last month during the Carlton Football Club’s 10th annual Carlton Respects round at the MCG. The event, praised for promoting gender equality and striving for a future free of violence, was lauded by women’s safety advocates as a model for using sports to drive social change.
The Dichotomy of Sports and Social Responsibility
The contrasting reactions to the Carlton Respects round and the Snoop Dogg announcement highlight a troubling cognitive dissonance within the women’s safety sector. While the Carlton event was celebrated, the club’s reliance on gambling revenue went unmentioned. Recent data from the Victorian Gambling and Casino Control Commission revealed that in the 2024-25 financial year, Carlton earned over $10 million from its four venues, which include club-owned pokies machines.
A 2018 report by Charles Livingstone from Monash University found that areas hosting AFL-run pokies machines experience significant increases in family violence. Despite this, only four Victorian clubs, including Carlton, maintain gambling interests. Carlton leads with 300 machines across four venues in Melbourne.
The Impact of Alcohol and Gambling
Alcohol consumption’s role in domestic violence is similarly under-discussed. A 2018 La Trobe University study found a more than 40% increase in domestic assaults in NSW on State of Origin nights. In Victoria, police report a 20% rise in family violence on AFL Grand Final day. A 2019 FARE study noted that 17 of 18 men’s AFL clubs accept money from the alcohol industry to promote their brands.
Despite these findings, social media posts from the Respect round made no mention of alcohol’s link to domestic violence. The narrative often focuses on sport as a “setting” for the “primary” prevention of violence against women, yet the influence of alcohol and gambling is frequently sidelined.
Addressing the “Reinforcing Factors”
Our Watch, Australia’s leading organization for the primary prevention of violence against women, has faced scrutiny for its framework, “Change the Story,” which prioritizes gender inequality as the primary driver of violence. Other factors like alcohol and gambling are labeled as “reinforcing factors,” secondary to gendered drivers.
“I think, unintentionally, what that has meant is that anything else that’s put in the ‘other factors’ bucket has been disregarded,” said Caterina Giorgi, CEO of the Foundation for Alcohol Research and Education, in a 2024 interview.
In response to growing criticism, the Albanese government commissioned a “Rapid Review” into prevention approaches. The review recommended a total ban on gambling advertising and a more robust approach to alcohol regulation. It criticized “Change the Story” for privileging one approach over another, leading to the deprioritization of secondary risk factors.
The Role of Leadership
Patty Kinnersly, vice president of the Carlton Football Club and CEO of Our Watch, exemplifies the tension between these dual roles. While Our Watch supports organizations addressing gambling and alcohol misuse, questions remain about the club’s reliance on gambling revenue.
Our Watch chair Moo Baulch stated, “Our Watch supports the critical and nuanced work done by specialist organizations that work to prevent the harms caused by gambling and alcohol misuse.”
Crikey contacted the Carlton Football Club for comment on its gambling revenue reliance but received no response by the deadline.
Moving Forward
As the femicide rate rises, integrated and collaborative efforts across all drivers of gendered violence are crucial. While gender equality is a key factor, the influence of alcohol and gambling industries cannot be ignored. The AFL and associated organizations must address these issues head-on to genuinely combat violence against women.
If you or someone you know is affected by sexual assault or violence, call 1800RESPECT on 1800 737 732 or visit 1800RESPECT.org.au. In an emergency, call 000. For counseling and support for men with anger or relationship issues, contact the Men’s Referral Service on 1300 766 491. For problem gambling assistance, call the National Gambling Helpline on 1800 858 858.
