Gambling advertising will adorn the walls of the three major arenas at Melbourne Park for this week's Australian Open for the first time.
The advertising campaign from official gambling partner William Hill has angered those campaigning against the continued spread and saturation of sports betting. 
William Hill became the first ever gambling sponsor of a Grand Slam event last year.
For the first time electronic advertising boards, similar to those around the MCG and Etihad Stadium, have been installed inside Rod Laver Arena, Margaret Court Arena and Hisense Arena for the Australian Open which begins on Monday.
Advertising will only be shown on the screens during breaks in play and the commercials will not only be for William Hill but include other sponsors' messages.
The arrangement, announced in   October last year, raised concerns about in-play betting - which is illegal in some forms in Australia - with the company press release spruiking in-play betting.
The decision to advertise has angered experts who are fighting against the growing relationship between sport and betting.
Academics, such as Deakin University Associate Professor Samantha Thomas, have frequently warned that betting advertising and sport, normalises the idea of gambling among children and teenagers.
"It would be incredibly na&iuml;ve to think children would not be influenced by it," Dr Thomas said.
She said research had shown that ads at sporting venues were influential, especially because high-profile athletes are performing in front of them.
"Athletes, even if not endorsing it, the image at the ground creates a perceived relationship."
William Hill declined to comment, but  Tennis Australia's director, commercial, Richard Heaselgrave, said gambling was a legal recreational pastime in Australia and that up until around 2005 there was an onsite wagering presence.
"William Hill has a strong track record working with global sporting bodies and a significant aspect of this partnership is our capacity to work side-by-side to uphold the integrity framework of the sport," Mr Heaselgrave said.
"We are looking forward to a successful partnership which will include visibility within our stadiums."
There have been concerns raised about betting and sports integrity raised in the past, at the 2014 Australian Open a man was arrested for betting courtside.
Alliance for Gambling Reform spokesman Tim Costello said tennis on TV was synonymous with summer.
"No-one wants wall to wall tennis coverage that's littered with ads from the gambling pushers," Mr Costello said. "Tennis has already had bet fixing scandals. Surely this is an invitation for more corruption of the sport".
The Victorian government has also been critical of gambling advertising with Minister for Gaming and Liquor Regulation Jane Garrett pushing a review of online gambling laws to tackle gambling advertising.
"We need to start a national conversation now, particularly around its impact on kids and young people who are bombarded through sports betting advertising," Ms Garrett said in   October.