Extending NFL Interest in Australia

This week saw the signing of a multi-year agreement between Australian gambling entertainment giant, Tabcorp and the National Football League. This partnership means that the gambling company based in Melbourne is the official wagering partner of NFL in Australia. Tabcorp is viewing this agreement as a brilliant opportunity to supply to a growing demand for the NFL in the country. Authorized by the deal, Tabcorp will now be able to deliver on unique experiences and content to NFL fans. This will be done utilizing digital venues and platforms.

The Partnership

The partnership between the Australian giant in the arena of multi-channel wagering and sports betting and the premier American sporting brand is due to bring unprecedented experiences to the Australians. One such lesson is that Australians will be able to win weekly prizes through the Pick ’em free-to-play football game which is available on Nflpickem.com.au. Other titles also include a trip to the Pro Bowl in Florida for the battle between the AFC and the NFC at the Camping World Stadium in January next year. The deal further entails that the NFL Network and six hours of NFL RedZone programming will be streamed along with one game of NFL action weekly on both Sky Channel and by Tabcorp, to the 4 400 clubs, TAB Agencies and pubs in its network.

Adam Rytenskild, Tabcorp’s MD of Wagering and Media, stated that they are proud to be able to add NFL to their collection. By being able to bring Australians the latest of NFL action, they are expanding their existing sports portfolio to customers, and they contribute to the continuously growing interest in the sport in Australia.

The management of NFL, through Christopher Halpin, NFL Executive Vice President and Chief Strategy and Growth Officer, expressed their excitement to strengthen the interest which the NFL has found within the Australian market. The NFL decided to partner with an Australian wagering company, rather than a local one due to the facts that not only is the interest in NFL in Australia a growing market but also is the Australian market more matured when it comes the sports wagering. Since Tabcorp has been operating already since the 1960s, it only made sense for the NFL to partner with them.

NFL Expanding On the Wagering Market

Until recently, the NFL was far behind any of the other major league sports considering partnerships with gambling operators. The MLB, NBA and NHL have had partners in sports betting, and then the NFL was still steering away from such deals. Over the past couple of months, they have been growing in strength with their gambling affiliations. Initially, it kicked off with them announcing Caesar’s Entertainment locally and Gateway Casinos & Entertainment as their official Canadian partners within the casino industry. Partnering up with Tabcorp is now extending their interest into the sports betting industry even further.