Carlton has joined seven rival AFL teams by cutting ties with gambling sponsors as part of the 'reset' club's efforts to take a stronger stand on social issues.
The Blues have announced a new three-year partnership with the Victorian Responsible Gambling Foundation, with aims of reducing gambling advertising to people under age 18.
Carlton has profited from sponsorships with William Hill and Sportingbet in recent years.
But now the Blues have joined Richmond, Essendon, Hawthorn, Western Bulldogs, St Kilda, Collingwood, North Melbourne and A-League club Melbourne Victory in pledging to end ties with sports betting companies.
The move continues the cultural shift at Carlton, which includes the Blues striving to improve their inclusiveness and gender balance – highlighted by Victorian equal opportunity and human rights commissioner Kate Jenkins' joining the board.
"It's a cultural shift. There's a lot of things at Carlton we've been aiming to and are shifting," CEO Steven Trigg said. "Our desire (is) to be leaders in a host of social issues and this one's really important.
President Mark LoGiudice and Minister Jane Garrett sign the Responsible Gambling Charter. (Photo: Carlton Media)
"To call out the elephant in the room, there's been a perception of Carlton over a long period of time in terms of its (poker machine) venues and it's not incongruent, it's totally congruent to take a responsible gambling position right across the club and we're very pleased to be involved."
In the wake of Collingwood boss Gary Pert reiterating his claim that illicit drugs are the biggest problem facing AFL players, Trigg said gambling was another major social issue to confront.
"Hopefully for our supporters there's a sense of pride that Carlton has drawn a line in the sand and said 'right, we're going to take a leadership role in all of this'," he said.
"It's important and we think we can make a difference in the community."
Carlton will undertake a standard of best practice about how to run its pokies venues and increase education about the pitfalls of gambling to players and staff.
Trigg said poker machines remain an "important part of the commercial model of most clubs".
He believed that was unlikely to change in the near future, although the AFL and club CEOs are in ongoing discussions about the issue.
