Tabcorp, Australia’s betting and lottery operator, has been announced as the official betting partner of the National Basketball Association (NBA).
The momentous deal gives Tabcorp the ability to use the NBA logo in its marketing campaigns as well as on its various social media channels. Tabcorp’s television channel, Sky Channel, would also be able to air NBA TV, NBA’s 24-hour television network. Part of the deal would also allow more than 4,400 entertainment and retail Tabcorp sites in Australia access to the network.
The Sky Channel would also be featuring live coverage of the games, highlights, and other relevant content. Tabcorp would also be able to produce customized content and fan experiences all across its venues in Australia.
Adam Rytenskild, who is Tabcorp’s Managing Director for Wagering and Media, said the NBA’s popularity is rising substantially especially with the NBA’s growing cache of Australian players led by Ben Simmons of the Philadelphia Sixers and Patty Mills of the San Antonio Spurs.
Rytenskild added that Tabcorp’s customers place more bets on NBA games than on any other league, which includes the National Rugby League (NRL) and the Australian Football League (AFL).
Tabcorp cited that NBA betting turnover has risen by more than 50% over the last five years. Now, more clients have access to live games. Rytenskild exclaimed that the “expanded sports offering gives fans and our venue partners more value, and complements Sky’s unrivaled coverage of Australian and international racing.”
Scott Levy, the managing director of NBA Asia was also elated with the new collaboration with Tabcorp. He talked about how millions of Australians would now gain access to NBA TV and added that Tabcorp would be aiding the league with integrity monitoring – which is a contentious topic with legal sports betting in the United States.
The Tabcorp-NBA deal comes a month after the Australian operator inked an identical deal with the National Football League (NFL).
As the league’s official betting partner, Tabcorp would produce new experiences and content for NFL fans in Australia through is retail venues and digital channels.
Tabcorp would also be promoting the official free-to-play NFL game, Pick’em. This is the first deal of its kind that the NFL has signed with a betting operator.
While Tabcorp is now an official betting partner of the NBA, the agreement is not an exclusive one. Other betting operators that also have partnerships with the league include William Hill, the Stars Group, MGM Resorts, and FanDuel.