NRL deal gives Sportsbet inside run on advertising

SportBet deal with NRL will aid NRLs direct marketing drive

SportBet deal with NRL will aid the NRL’s direct marketing drive

The National Rugby League has renewed its wagering agreement with Sportsbet in a deal the has seen the wagering business sidestep a bid by CrownBet to crash its way into the code.

The deal comes a week after the advertising watchdog launched a self-regulatory code governing wagering advertising.

The agreement, valued at more than $60m, gives Sportsbet the inside running on advertising across the NRL’s broadcast partners including the Nine Network, Fox Sports and radio stations through to 2020.

Sportsbet, which won the bid against CrownBet, will also play a role in helping the NRL continue to develop its digital platforms.

NRL logo correctAndrew Abdo, the NRL’s head of commercial, said that the deal included a range of controls around the marketing and advertising of wagering services as well as protocols governing data privacy.

“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,” Abdo said.

“We already have a partnership with Sportsbet but this extension will see a significant increase in funding for Rugby League.”

Another major element of the new deal will see the NRL and Sportsbet focus on direct marketing using data analytics and insights to market the code.

Sportsbet chief marketing officer, Barni Evans, welcomed the ongoing relationsip with Rugby League.

“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,” Evans said.

The deal comes just a week after the Australian Association of National Advertisers launched a new self-regulatory code that would allow the advertising watchdog to rule on wagering ads.

The new code includes particular restrictions on marketing to minors.

However, the new code has been attacked by one of Australia’s biggest wagering companies, Tabcorp, which said a self-regulatory code overseen by the Advertising Standards Board was no replacement for a clear, nationally legislated framework for wagering companies to operate under.

TabCorp warned of the danger that some operators would not be compelled to adhere to the new code.


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