Essendon Football Club has announced a decision to end commercial partnerships with betting and wagering agencies.

The Club acknowledges the move may cause some short-term financial pain, but says it’s focusing on strengthening relationships with other partners.

“This decision wasn’t made lightly, particularly with the revenue a wagering partner can deliver,” Essendon Chief Executive Xavier Campbell said.

“We have a fantastic group of commercial partners and we will be directing our energy to nurturing these existing relationships, as well as establishing new partnerships with like-minded companies.”

Sports betting agencies spent around $50 million on TV, radio and print advertising in 2013 according to a Nielsen study.

“We certainly respect the right of betting agencies to advertise in sport,” Campbell said.

“But as an industry we need to proactively monitor the way this message is delivered particularly given many of our fans are children.

“In forming this decision we also took into consideration the feeling of our membership base who have expressed a sense of concern.”

The Club is continuing to deliver record commercial revenues this season.

Membership is also approaching the 60,000 mark.

“We’re in a very strong position off the field,” Campbell said.

“Our commercial and fan base continues to demonstrate their amazing loyalty and resilience.”