After spending quite a lot of time in the UK, I would say that drinking is a far bigger problem in the UK than Australia, and I would say that gambling is a far bigger problem in Australia than the UK.
Drugs like meth and heroine etc are probably on par - it's a big issue in NZ too.
Unfortunately, because people are not of sound mind due to drugs, employment issues, family breakdowns etc (demographics that make up a large portion of the RL fanbase) they turn to alcohol and gambling. It's all tied together.
I would prefer RL to attract major companies like a bank, investment broker, property developer etc. without having to ban gambling and alcohol sponsorship. But it doesn't look like happening.
Look at Union, the Investec Rugby Championship, RBS 6 Nations etc.
This just reeks of the RFL unable to attract a sponsor, so they just throw it to an existing sponsor. I wouldn't be surprised if they didn't pay a cent.