By MATT NICHOLLS
THE Parramatta Eels have gambled with the University of New England’s sponsorship and lost.
UNE last week walked away from its deal with the NRL’s wooden spooners after it was revealed the Eels had signed online gambling firm UniBet as a major sponsor in 2014.
Chief operating officer David Cushway said sharing brand space with an online gambling organisation did not fit with values of the university.
“The bottom line is that online gambling isn’t a good fit alongside a university which has most of our students studying online,” he said.
“This company also has a name and logo which is simply too close to the UNE brand and could potentially create confusion.
“UNE is careful in the way we present and protect our brand, sharing space with an online bookmaker simply looks like a bad bet to us.”
While the break-up between the Eels and UNE means Armidale will no longer have a link to an NRL club, Mr Cushway said the university had not ruled out joining forces with another sporting team or body.
“We’re certainly looking at other options and there’s an opportunity perhaps to look at the women’s market, which is a key demographic for UNE,” he said.
The stance by UNE to cut ties with the Eels has been applauded by Armidale Anglican Diocese Bishop Rick Lewers.
Bishop Lewers commended UNE for its stand.
“I think they’ve made an important decision to protect their brand,” he said.
“They haven’t rejected the Eels, but they’ve made it clear they can’t compromise their position on these things.
“It’s been a bad bet for the Eels and their brand to pursue online betting.”
Mr Cushway said it was possible the Eels could maintain a future connection with the university, outside of a sponsorship agreement.
“UNE is closely linked to the people of western Sydney with our future campus in Parramatta and our online student community,” he said.
“We share the values of all those communities in recognising the social harm gambling brings.
“Plenty of people who cheer the Eels will also know the pain that gambling means to families and chronic gamblers.”
