Brisbane Heat, the Brisbane-based franchise competing in Australia’s Big Bash League (BBL) and Women’s Big Bash League (WBBL), have confirmed an extension of their partnership with the Queensland Department of Justice and Attorney-General, continuing a joint initiative aimed at raising awareness around gambling harm and encouraging safer choices among sports fans.
The renewed agreement builds on a collaboration that has been active across recent Big Bash seasons and reinforces the Heat’s commitment to using their platform to support socially responsible messaging within professional sport. As part of the extension, the club will continue to promote the “Forget the Bet. Enjoy the Game” campaign throughout the current KFC Big Bash League season.
The partnership aligns with the Queensland Government’s broader Gambling Harm Prevention Strategy, which focuses on education, early intervention, and improving access to confidential support services. By integrating these messages into live sport environments, the initiative is designed to reach audiences at moments when gambling behaviour is most visible.
Under the agreement, gambling harm prevention messaging will continue to feature across the Heat’s matchday operations, broadcast exposure and digital platforms. This includes in-stadium signage at home matches at Allan Border Field and the Gabba, LED ribbon and big-screen content, as well as targeted activity across the club’s social and digital channels throughout the season. The emphasis remains on informed decision-making and awareness of available help pathways.
Brisbane Heat Cricket General Manager – Commercial, Marketing & Corporate Affairs General Manager, Pete Lock, said, “We’re proud to continue working with the Department of Justice to spread the ‘Forget The Bet’ campaign. With thousands of fans attending Heat games at Allan Border Field and the Gabba each summer, we have a unique opportunity to start conversations about safer gambling and help reduce harm in our community.”
Attorney-General and Minister for Justice and Minister for Integrity Deb Frecklington added, “Cricket is one of Queensland’s most loved summer sports, and our athletes are powerful role models, especially for the next generation. Through our partnership with the Brisbane Heat, we want to encourage Queenslanders to Forget the Bet and enjoy the game. That’s a win for everyone.”
The collaboration reflects the growing expectations placed on Australian sporting organisations to balance commercial realities with community responsibility, particularly amid increased scrutiny of wagering advertising. Partnerships focused on harm minimisation and education are increasingly seen as essential components of sustainable sports business models.
On the field, the Heat opened their BBL campaign with a loss to Melbourne Renegades and will look to respond as they face Perth Scorchers in their next fixture.
With strong crowds and broadcast audiences across both the BBL and WBBL, the extended partnership is expected to deliver consistent, season-long reach, demonstrating how government bodies and professional sports teams can work together to address critical social issues alongside competitive objectives.
