Online sports betting operator BetEasy has renewed its sponsorship deal with the Australian Football League (AFL), outraging local anti-gambling critics in the process.

This weekend, Australian media outlet The Age reported that the AFL had renewed its BetEasy sponsorship pact, which dates all the way back to 2014. The new deal will run through the end of 2025 and was reportedly renewed on similar terms as the original deal, roughly A$10m (US$6.7m) per year, although Sports Business reported the annual dues were closer to A$8m.

If the price has fallen, it’s because BetEasy will have to work harder for less benefit. AFL commercial operations manager Kylie Rogers said there would be “a reduction of in-stadium advertising at Marvel Stadium and the MCG, and greater collaboration on responsible wagering outcomes nationally” starting this season.

The AFL signalled its intention to renew its BetEasy deal back in December, which led numerous crusading types to publicly slam the AFL for allegedly promoting sports betting to children. Even sports broadcaster Tony Jones got in on the fun, accusing the AFL of “grooming kids in the art of gambling.”