Tabcorp and the NFL today announced a new partnership that will bring new wagering experiences and programming to American football fans in Australia.
The multi-year agreement will see TAB become the exclusive official wagering partner of the NFL in Australia, and will enable to Tabcorp to create unique content and experiences across its digital platforms and in venues.
Programming is also a major part of the deal, with TAB and Sky Channel securing six hours of the NFL Network’s NFL RedZone on Monday mornings, as well as one game every Monday morning, which will be broadcast its network of 4400 pubs, clubs and TAB agencies.
“We are proud to bring Australians NFL action to enhance our existing sports offering to customers and venues and complement Sky’s unrivalled coverage of Australian and international racing,” stated Adam Rytenskild, Tabcorp managing director – wagering and media.
“Our goal is to support the growing appetite for the NFL in Australia. This gives fans more value in line with our strategy of using our assets to create unique experiences for customers.”
American football has become increasingly popular with Australian sports fans, with 400,000 people tuning in nationally to watch the SuperBowl last year. Venues across the country have seen American sports bring customers into their venues on weekday mornings, through to lunch trade. The presence of Australian players within the NFL, such as Michael Dickson of the Seattle Seahawks and Lachlan Edwards of the New York Jets, has also helped to grow the fanbase on home soil.
“We are looking forward to working with Tabcorp, the leading operator in Australia,” said Christopher Halpin, NFL executive vice president and chief strategy a growth officer.
“We are excited about our growing popularity in Australia and this partnership will help further serve our fans there.”
Tabcorp is in the process of advising venue partners of the NFL partnership today.