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Sportsbet Beats Rival CrownBet to Win Five-Year AU$60 Million Deal with the NRL
By Brodey Sheppard - May 18, 2016
Sports fans who love betting on rugby league matches might be interested to know that the Australian online sports betting operator Sportsbet has beaten off rival party CrownBet to renew and extend its partnership with the National Rugby League (NRL), the top division of club rugby league in the country.
CrownBet expressed interest in the NRL partnership by telling local media that the company will “give the NRL more money than any other bookie can”. CrownBet is already the official wagering partner of the Australian Football League (AFL), and is a major stakeholder in South Sydney and the Melbourne Storm. Matthew Tripp, chief executive of CrownBet, expressed that the company would have set a significantly higher offer than that of Sportsbet if it were given the opportunity. Unfortunately for CrownBet, Sportsbet will remain the NRL’s official wagering partner. The AU$60 million deal will run for five years until 2020.
Lucrative Wagering Sponsorship
Last Friday, an NRL spokesperson announced that the league no doubt secured the best deal for rugby with Sportsbet. The spokesperson said, “[W]e have secured more than AU$60 million for the game at all levels. We already had a partnership with Sportsbet and this renewal is an outstanding result for the game.”
Sportsbet is the Australian division of the newly merged Paddy Power Betfair giant. The lucrative sponsorship deal provides Sportsbet the first crack at advertising during NRL events on official television broadcasters (like Fox Sports and Nine Network), as well as with radio networks.
Barni Evans, the chief marketing officer of Sportsbet said, “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.”
In addition, Sportsbet will also work with the NRL to improve and develop the league’s digital offering. This, in turn, will open up new opportunities for direct marketing and data analytics.
If you want to check out the latest offers for your rugby wagers, then check out the Sportsbet site today.
Responsible Betting Advocacy
Andrew Abdo, the league’s head of commercial, says that the deal also includes a range of conditions around responsible betting, marketing and advertising, as well as data and privacy tools that will improve the integrity on how sports betting works.
Abdo says, “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 program.”
Some of these responsible betting requirements are outlined in the new Australia Association of National Advertisers wagering advertising code. The code will come into effect sometime in July.
The main purpose of the code is to prevent sports betting exposure to underage boys – a group that is widely considered to be vulnerable to the allure of the best sports betting sites. The code outlines the prohibition of the use of visual techniques in advertising – such as young actors, cartoons and super heroes – that would lead into irresponsible betting activities.