The Super Bowl, which the Eagles won is one of the most wagered upon contests in the world. But betting on sports is not just limited to the US or American sports. Australia's relationship between sports and betting is undeniable. Professional teams have come to depend on revenue generated through the legalization of betting. But in a country with one of the highest rates of gambling per capita in the world, it raises the question of just how healthy that relationship really is. Greg Navarro has more.

Turn on any National Rugby League game and chances are you will see a barrage of ads promoting sports betting. Take a closer look and you'll notice signs of a relationship that run deep.

"I don't see how gambling could be any more imbedded in Australian sport than it currently is." The National Rugby League makes tens of millions of dollars in its association with sports betting companies. The NRL did not respond to interview requests.

DARYL ADAIR UNIVERSITY OF TECHNOLOGY SYDNEY "From a revenue stream it is healthy - what sports receive from gambling companies is not a percentage of revenue but they have a sponsorship arrangement and so they earn money from that - depending on what football code you look at it is say $50 million a year."

Teams have come to depend on that money. In return, sports betting companies get a lot of promotion and marketing of their products.

GREG NAVARRO SYDNEY "For the National Rugby League's Manly Sea Eagles, a sponsorship deal with online betting company Lottoland Australia, reportedly worth 7 figures, has allowed the team to keep its historic home stadium, which has been renamed Lottoland.”

Television networks also profit nicely, where industry analysts estimate that gambling ads on TV are worth up to $100 million AUD.

"But the biggest beneficiary is the state, governments. Governments tax betting companies and make very significant amounts of money."

While the link between professional sports and betting companies is undeniably profitable, some people question its impact. Australia has one of the highest rates of gambling per capita in the world, and one of the highest rates of gambling problems.

CHRISTOPHER HUNT CLINICAL PSYCHOLOGIST "Ranging in problems like not being able to keep up with your rent or mortgage payments, stressed with partners, stresses with other family members, depression, anxiety and even crime and thoughts of suicide."

There have been efforts to limit the types of gambling ads shown during games, but experts say it's had little impact overall.

"It's become so normalised that young children can in fact inform their parents what the odds are for a particular game, so, even though adult can bet, it's young kids who are actually engraining themselves in gaming culture before they can even legally bet."

A culture where the bond between professional sports and betting remains strong. Greg Navarro, CGTN, Sydney.