Sportsbet signs ?30m NRL betting partnership deal
Paddy Power Betfair-owned operator extends agreement with the Australian rugby league until 2020
Sportsbet has announced a renewal of its current agreement with Australia’s National Rugby League (NRL) to remain the league’s official wagering partner until 2020.
The deal is valued at more than AU$60m (?30m), making it one of the most lucrative wagering sponsorships in Australian sport.
As part of the agreement, Sportsbet gets first rights to advertise with the official broadcasters, the Nine Network and Fox Sports, as well as key radio networks.
The Paddy Power Betfair-owned operator fought off competition from rival bookmaker Crownbet, which was also understood to be involved in the bidding process.
Crownbet already sponsors the Australian Football league (AFL), which together with the NRL accounts for around half of all sports betting stakes in Australia.
The NRL said the renewal features a range of conditions around advertising and marketing, responsible gambling, and data and privacy protocols that will “significantly improve” integrity in wagering.
“One of the crucial factors in this agreement is that there will be controls in place to restrict the promotion of wagering, especially to minors, and Sportsbet will fund and implement a market leading responsible gambling programme,” NRL head of commercial Andrew Abdo said.
The agreement will also see Sportsbet working with the NRL to accelerate the league’s digital capability, with a focus on data analytics and direct marketing.
Sportsbet chief marketing officer Barni Evans said the agreement would reaffirm the company’s strong links with rugby league.
“There has never been more interest in Rugby League with ratings, crowds and memberships all on the rise so we are delighted to become the code’s official partner, “Evans said.
Paddy Power Betfair’s recent Q1 earnings report showed that Sportsbet, continued to expand its market share in Australia, despite facing “adverse racing results and increased competition”.
Revenue was up 25% to ?58m with a 31% increase in stakes to ?577m, driven by 42% growth in active customers.