Along with a new coach and a new leadership team Carlton Football Club is continuing in its quest to set higher standards for values and behaviour as the latest club to say no to deals with sports betting companies.
Carlton is the eighth Victorian club to sign the Victorian Responsible Gambling Foundation's charter, joining Richmond, North Melbourne, Collingwood, Western Bulldogs, Hawthorn, Essendon, St Kilda, the A-League's Melbourne Victory and the Melbourne Stars and Renegades from the Big Bash League.
Foundation chief executive Serge Sardo says the charter is all about drawing a line in the sand.
"Gambling is changing the way young people experience sport with some companies saying when the game isn't exciting enough, have a bet.
"Real fans are more interested in the game than the gamble and these clubs are standing by their fans by saying no to sportsbetting partnerships," he said.
Signing the charter means Carlton and the other clubs have walked away from sponsorships with sports betting companies and commits them to working with the Foundation on limiting the exposure of young fans to gambling.
A card carrying Blues member, Minister for Gaming and Liquor Regulation Jane Garrett says she's proud her club is standing up for fans.
"Every club that has signed the charter has been inundated with positive feedback from members who are fed up with the normalisation of gambling.
"Reducing the exposure of young fans to messages about gambling and educating players and fans about the risks are key to reducing gambling harm in our community," she said.
Carlton CEO, Steven Trigg says the club recognises it's important to take a proactive role in the education of the club's stakeholders and the wider community.
"Through our new partnership with the Foundation, we're able to further our work in the community – particularly with young people and their understanding of the risks associated with gambling.
"To join seven other AFL clubs in signing the responsible gambling charter is a great show of solidarity, and we look forward to supporting the Foundation's initiative," he said.
Mr Sardo says more than 160 elite and local sporting clubs across Victoria have now joined the Foundation's Gambling's not a Game program.
"The program encourages clubs to maintain a distinct separation between gambling and sporting activities and refrain from displaying sports betting or gambling-related signage in or around the club," he said.
The program also commits participating clubs who own or operate pokies to working with the Foundation's Gambler's Help venue support program and help services with a focus on ensuring those venues are managed to the highest possible standards.