Cricket Australia's board met on March 18 to discuss raising wagering product fees to close a $25-35 million annual revenue gap with the NRL and AFL.
TLDR
Cricket Australia's board discussed raising wagering product fees to match the $40-50 million annually collected by NRL and AFL, compared to cricket's current $15 million. The proposal has sparked conflict among state cricket boards and drawn criticism from anti-gambling advocates. Cricket NSW included gambling revenue projections in its alternative Big Bash League ownership proposal. The decision comes as Australians lose $32 billion annually to gambling, the highest per capita globally.
KEY TAKEAWAYS
The board, chaired by former NSW Premier Mike Baird, considered proposals to increase fees charged to betting companies for using cricket data and live odds. NRL and AFL currently collect between $40 million and $50 million annually from these arrangements. Cricket collects approximately $15 million.
The biggest decision Australian cricket would face for a generation.
— Todd Greenberg, Cricket Australia CEO
Cricket NSW submitted an alternative ownership structure for the Big Bash League that included gambling revenue projections. The proposal came amid broader negotiations about the future of the domestic Twenty20 competition. State cricket boards are battling over control of the league and its revenue streams.
Anti-gambling advocates described the proposal as deeply disturbing. The BBL and Women's Big Bash League have been marketed primarily to families and children. Historically, gambling advertising during cricket broadcasts has been limited compared to NRL and AFL coverage.
The revenue gap
Wagering product fees are paid by betting companies to sports organizations for access to real-time data, player statistics, and live match information used to create betting markets. The fees are separate from advertising revenue.
The $25-35 million gap between cricket and other major codes has widened over the past five years as betting companies have increased their investment in AFL and NRL products. Cricket Australia's current agreements were negotiated in 2021 and expire in 2027.
Cricket NSW CEO Lee Germon said in a statement: "We owe our members, our fans, our cricket family that we can look them in the eye and say we've gone through every aspect of this decision."
Australia's gambling problem
Australians lose $32 billion annually to gambling, according to the Australian Institute of Family Studies. The figure represents the highest per capita gambling losses globally.
Australia's Gambling Crisis Is Even Worse Than You Think
Research published by the Foundation for Alcohol Research and Education in 2025 found that 50% of children aged 12-17 see gambling advertisements on television weekly. The study tracked 2,400 households over 18 months.
Sports betting advertising during live broadcasts increased 340% between 2016 and 2024, according to the Australian Communications and Media Authority. The regulator introduced restrictions on gambling ads during daytime broadcasts in 2023, but exemptions remain for live sporting events.
The Big Bash decision
The Big Bash League attracts an average audience of 943,000 viewers per match across free-to-air and subscription television, according to OzTAM figures for the 2025-26 season. Approximately 35% of the audience is aged under 18.
Cricket NSW's alternative proposal suggested selling ownership stakes in BBL franchises to private investors, with revenue shared between Cricket Australia and state associations. The proposal included estimates for increased commercial revenue, including gambling fees.
Six of Australia's eight state and territory cricket associations support exploring private ownership options. Victoria and Western Australia have opposed the model, citing concerns about loss of control over scheduling and player development.
What happens next
Cricket Australia is expected to make a decision on wagering fees by June 2026, before current agreements expire in January 2027. The board has commissioned an independent review of gambling partnerships across Australian sport.
State cricket boards will vote on the Big Bash ownership structure at a board meeting scheduled for April 15, 2026. The outcome will determine whether private investment proceeds and whether gambling revenue becomes a core part of the financial model.
Public health groups have called for a ban on all sports betting advertising during live sports broadcasts. A private member's bill introduced in Federal Parliament in February 2026 proposes phasing out gambling sponsorship of sporting codes over five years. The bill is currently before the House of Representatives.
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