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Cricket Victoria has renewed its partnership with the Victorian Responsible Gambling Foundation for one more year.

The renewed partnership is part of Cricket Victoria’s attempt to reduce children’s exposure to sports betting promotional content. This will be done through initiatives such as the Foundation’s “Join the Club” campaign, which features cricket players and fans discouraging sports betting partnerships.

“Partnerships with organisations like Cricket Victoria are critical because they give young people an opportunity to enjoy sport without associating it with gambling,” Foundation CEO Shane Lucas said.

“The first generation of kids to grow up with gambling advertising is the largest group of sports bettors in Victoria, with almost one in three bets placed by young men aged 18–24 years and participation by young women rising.

“Love the Game aims to counter the normalisation of gambling on sport and help young people to understand the risks and potential negative effects before they’re legally allowed to bet.”

Cricket Victoria CEO Nick Cummins said extending its partnership with the Foundation would have important long-term benefits.

“Community sport and clubs are at the heart of what we do in Victorian cricket. Through this partnership, we’re limiting the amount of gambling advertising seen by young people in our sport, and equipping them to recognise, and manage, gambling risks,” Mr Cummins said.

The renewed partnership includes Cricket Victoria, Melbourne Stars, Melbourne Renegades and local cricket clubs across the state, and will continue to focus on community engagement and participation by community clubs in the Love the Game programme.

The Foundation will also continue to be an associate partner of the Cricket Victoria Youth Premier League (YPL), offering education sessions to participating teams throughout the YPL this season.

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