BetEasy beats Australia rivals to $50m AFL deal
New brand founded by Sportsbet founder Matt Tripp replaces Tabcorp as the football league's official wagering partner in a five-year deal
BetEasy has beaten a host of rival operators to be named the official wagering partner of the Australian Football League (AFL), the sports betting firm’s first major sponsorship deal since launching earlier this year.
Sportsbet founder Matt Tripp’s new brand pipped the likes of William Hill Australia and Sportsbet to seal the five-year deal, following the end of the league’s current agreement with Tabcorp.
According to Australian newspaper The Age, BetEasy has agreed to pay nearly AU$10m per annum for the sponsorship which is set to commence next year and includes advertising at AFL games and across its digital platforms.
“Being 100% Australian-owned and operated, we feel BetEasy is a natural partner for Australia’s premier sporting code,” Matt Tripp, BetEasy CEO, said.
“We’d like to thank the AFL for their show of faith in BetEasy, and we look forward to working together to make this partnership a huge success.
“The AFL is the benchmark for integrity and professionalism in Australian sport and it’s a privilege to be associated with them,” he added.
Tripp acquired BetEzy.com.au earlier this year and in September launched the company as the rebranded BetEasy, three years after Tripp sold his Sportsbet business to Irish operator Paddy Power.
“A significant aspect of this partnership is the AFL’s capacity to work closely with its official wagering partner, along with other wagering outlets, to uphold the code’s integrity framework,” AFL general manager commercial operations, Darren Birch, said.
“The AFL thanks Tabcorp for its partnership over the past decade throughout a period of great change in the sports wagering industry,” he added.
News of the deal comes after Betfred pulled its Australia-facing business after having only launched its mobile-only sportsbook product in May.