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MLB signs Australia-based sponsorship and streaming deal with Tabcorp betting brand

(Photo by Abbie Parr/Getty Images)

Major League Baseball has signed up Australian gambling firm Tabcorp as a regional sponsor.

As part of the multi-year deal, the brand will be afforded exclusivity in the gambling category in Australia.

Tabcorp’s wagering arm, TAB, is a multi-channel wagering brand with more than 4,400 venues across the country.

Via an arrangement between MLB and its international streaming  partner Sportradar, the agreement will grant Tabcorp and its customers access to MLB Network, the league’s 24/7 television channel, as well as up to 10 live games per week. These will be broadcast through Tabcorp’s racing and sports network, Sky, which is shown in these betting outlets.

Australian consumers will also have the opportunity to access exclusive MLB content such as competitions, tickets and player experiences.

The deal aligns with Tabcorp’s strategy of becoming the centre of US sport in the Australian market. It already holds contracts with the NBA and the NFL. Under the NBA deal it also secured the rights to show the 24-hour NBA TV network on its in-house channel.

Adam Rytenskild, Tabcorp’s managing director, wagering and media, explained: “There is growing demand for US sports content in Australia, particularly among TAB punters.

“Baseball is America’s national pastime and this groundbreaking MLB deal – which complements our NBA and NFL partnerships – helps us to fulfil our ambition of being the home of US sport in Australia and to deliver superb experiences for our customers, both in venues and digitally via the app and website.

The MLB has taken steps into the Australian market before, holding two games in the country in 2014.

MLB executive vice-president, gaming & new business ventures, Kenny Gersh, said: “When the Los Angeles Dodgers and Arizona Diamondbacks played the Opening Series games at the historic Sydney Cricket Ground in 2014, we saw how much baseball resonated with Australian sports fans.

“We want to continue to help develop baseball in Australia and grow the game nationwide. Between TAB’s retail footprint and wagering expertise, we’re confident that this partnership is a significant step towards elevating baseball in Australia.”