SBC News Voice of the Sports Betting Industry
Tabcorp has extended the reach of its flagship TAB sports betting brand, securing a partnership with the North Queensland Cowboys rugby league team.
Part of the top-flight National Rugby League (NRL), the Cowboys have named sports and racing betting operator TAB as a platinum partner under the multi-year agreement.
As a result, the TAB logo will be featured on the sternum of the team’s jersey from the 2023 season, with an added focus around fan engagement through ‘unforgettable entertainment experiences’.
“The Cowboys are part of North Queensland’s DNA and we’re delighted to partner with the club to grow the brand and create innovative activations for Cowboys fans,’’ said Katherine Morgan, Tabcorp Senior Sponsorship Manager.
“Queenslanders love their sport and we’re incredibly committed to investing in the growth and promotion of the state’s sports teams and race clubs.
“This partnership comes at an exciting time for TAB. We’ve launched a new TAB App, new products and a fresh retail experience for our customers as part of a transformation of our company.”
Tabcorp’s wider marketing and engagement efforts have included a name sponsorship of the Australian Turf Club’s (ATC) Everest Race Day in a deal signed last year.
The group seeks to maintain visibility after recording a 19% increase in revenue in FY23, apportioning Accenture Song and Ogilvy Australia as creative agencies to reimagine and refresh the TAB’s brand image.
Cowboys Chief Executive, Jeff Reibel, remarked: “Since the 1960s TAB has been a household name, having supported sports enthusiasts in every code to experience the thrill of backing their favourite team or athlete competing at the highest level.
“We share this passion for the nation’s sports fandom, having built our own reputation for beating the odds time and again to deliver extraordinary moments in both club and National Rugby League history.
“Whether successfully lobbying for a team in 1995’s Winfield Cup or winning our first Premiership in 2015 we’ve defied expectations and won the hearts and minds of Cowboys fans throughout Australia and beyond.”
