Betfair in Aussie Millions deal
Operator to act as presenting partner of live poker series in Melbourne.
London-listed operator Betfair has been named as the presenting partner for the Aussie Millions, the annual live poker series held at Melbourne’s Crown Casino.
The event, which begins on the 17th of this month had been sponsored by Full Tilt Poker as recently as 2011 before the operator was forced to suspend operations following the Black Friday indictments, however the now PokerStars-owned brand has not returned as the main sponsor.
The partnership will see Betfair branding appear on all tables used in the series, whose 26 events include an AU$10,600 main event and high-roller tournaments with buy-ins of $100,000 and $250,000.
Betfair has previously served as a sponsor for the World Series of Poker Europe, before being replaced by Barrière in 2011 following the French operator’s agreement with Caesars Interactive Entertainment.
In its recent half-year results, the operator noted that its profit share from its Betfair Australia joint venture with Crown Limited had more than doubled year-on-year to £0.9m, with revenues up 17% compared to the corresponding period in 2011-12.
Betfair Australia CEO Giles Thompson said of the agreement: “Betfair has changed the wagering landscape in Australia with its unique betting exchange offering, whilst the Aussie Millions has introduced an innovative tournament which has heightened interest in the game of poker.”
“We see this as an invaluable opportunity to engage Australians on the unparalleled benefits of exchange betting,” he explained.
Crown CEO Greg Hawkins said the company was “thrilled” to announce the partnership, adding: “Sport is an enormous part of Australian culture and Betfair’s unique betting exchange is a fantastic complement to the Aussie Millions, and our poker patrons.”