Paddy Power Betfair Australian online betting subsidiary Sportsbet (Sportsbet.com.au) has confirmed that it has renewed its biggest sponsorship partnership with the National Rugby League (NRL).
Confirming the renewal, Sportsbet declared that it had extended its sponsorship until 2020 at a value of more than AUS $60 million (£30 million).
Australian marketing news sources revealed that the operator had beaten an offer placed by competitor Crownbet.
The new deal will become the most lucrative sponsorship in Australian sports history. Sportsbet services and brand will continue to be displayed across NRL sanctioned matches and events.
The Sportsbet brand will gain further promotion as official NRL partner on Australian broadcasters Network Nine and Fox Sports.
Andrew Abdo NRL Head of Commercial was pleased to extend the partnership
“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 programme,”
“We already have a partnership with Sportsbet but this extension will see a significant increase in funding for rugby league.”
Barni Evans, CMO at Sportsbet, backed Adbo’s comments stating: “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.”