Australian gambling and entertainment group Tabcorp (TAB) has signed a multi-year agreement to become the exclusive Official Wagering Partner of the NFL in Australia.
As part of the deal, the Tabcorp-owned Sky Channel will bring the NFL Network and six hours of NFL RedZone programming to Australian fans across its commercial network of more than 4,400 pubs, clubs and TAB agencies.
Sky will also broadcast one game every Monday morning (Australian time) of the NFL season, thereby enhancing its primary horse-racing offering for Tabcorp’s network of wagering venues.
In activation terms, the partnership will allow TAB to create unique NFL content and experiences for Australian fans across its digital platforms and venues.
TAB and the NFL will combine to promote the NFL’s official Pick’em free-to-play football game. The game will provide NFL fans in Australia the chance to win weekly prizes, as well as a grand prize trip to the Pro Bowl – the NFL’s all-star game.
Adam Rytenskild, managing director for wagering & media at Tabcorp, said: “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. Our goal is to support the growing appetite for the NFL in Australia.”
Christopher Halpin, NFL executive vice-president and chief strategy and growth officer, said the NFL was excited about its growing popularity in Australia. “This partnership will help further serve our fans there,” he said.
Halpin, who took on the new NFL position in December 2018. is responsible for NFL strategy, the management of the league’s key strategic growth and development opportunities, including its International business, and data and analytics.