Sportsbet, the Australian online betting subsidiary of Paddy Power Betfair announced that it recently extended its sponsorship partnership with the National Rugby League until 2020 for million, making the deal the most lucrative sponsorship in the history of Australian sports.
Sportsbet beat an offer by competitor Crownbet to win the sponsorship.
Sportsbet services and brand will continue to be displayed at all NRL sanctioned matches and events. The brand will gain further promotion as the official NRL partner on Australian broadcasters Network Nine and Fox Sports.
NRL Head of Commercial Andrew Abdo said, “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. We already have a partnership with Sportsbet but this extension will see a significant increase in funding for rugby league.”
Sportsbet Chief Marketing Officer Barni Evans added, “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.”
