Research published on Wednesday found alcohol and gambling sponsorships have become embedded across every level of the AFL and NRL.
It exposed millions of people, including children, to near-constant alcohol and gambling content saturating both sports, the Foundation for Alcohol Research and Education found.
"We shouldn't have kids growing up in a world where they think that alcohol, gambling, and sport are one and the same thing," former NRL player Luke Bateman told AAP.
Mr Bateman has become an advocate for mental health and gambling reform after overcoming the gambling addiction he developed during his NRL career with the Canberra Raiders.
He believes alcohol and gambling has become deeply enmeshed within culture of both leagues.
"From the time I was 18. They were absolutely just a part of (it). You didn't know better," Mr Bateman said.
"Any socialisation we did as a football club involved drinking and gambling.
"When you'd play at the grounds, you'd see it everywhere. The advertising of it was pervasive."
Findings released on Wednesday reveal every AFL and NRL club is sponsored by at least one alcohol company, while all NRL clubs, along with five AFL clubs, are also sponsored by gambling companies.
The study found two AFL clubs had since removed branding on official uniforms in 2026, although it was a different story for NRL clubs.
The Gold Coast Titans were found to have expanded the sponsorship rights of their beer partner, while the Perth Bears signed a multi-year sponsorship partnership with an alcohol company involving fan promotions, product collaborations and community events.
The Penrith Panthers were also found to have expanded their sponsorship deal with its gambling company sponsor, including on player jerseys along with extensive advertising in stadiums.
Many AFLW and NRLW teams had alcohol and gambling sponsors, providing new avenues for the companies to target young women, the report said.
Television was also identified as a concern, with regulatory gaps and loopholes allowing alcohol advertising to reach children.
The report revealed how deeply alcohol was embedded in Australian sport, FARE chief executive Ayla Chorley said.
"Alcohol ads saturate every part of our experience of sport," she said.
"It's time to get alcohol industry influence out of sport – starting with the influx of ads on commercial TV broadcasts."
Further action is needed to comprehensively phase out alcohol and gambling sponsorships from both football codes, the report states.
Alcohol and Drug Foundation chief executive Erin Lalor wants more done to address alcohol advertising and its harmful role in shaping behaviour.
"Despite the significant harms that alcohol causes to individuals, families and communities, the alcohol industry continues to use sport to promote their unhealthy products," she said.
"Every child has the right to watch sport without being exposed to alcohol ads."
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