Entain Australia pens strategic partnership with NSW hotel industry
Operator to promote online sports betting in pubs and hotels as it pledges commitment to horseracing funding
Entain Australia has entered into a strategic partnership with the New South Wales (NSW) hotel industry to promote online sports betting in the state.
The agreement between Entain Australia and trade body the Australian Hotels Association NSW will see the operator promote its online betting brands in the state’s pubs and hotels via a sponsorship arrangement.
The deal will offer licensed venues in NSW the opportunity to promote Entain’s Ladbrokes and Neds brand via in-house advertising.
The new partnership is not set to impact Tabcorp’s existing exclusive retail licence in NSW which sees the operator offer retail betting in venues.
The deal is highly lucrative to Tabcorp, with NSW pubs generating around half of the group’s national PubTAB turnover.
As to not impact the existing relationship with Tabcorp, Entain will not implement any physical wagering terminals in NSW venues or enter into any commission-based agreements with venues.
Elsewhere, Entain noted that following the agreement it would ramp up its support for horseracing in the state over the next 12 months, as well as confirming it expects to return more than A$500m (£442.2m) in taxes, fees and sponsorships to government and the racing industry nationally.
Dean Shannon, Entain Australia CEO, said: “While there is still value in more traditional cash retail wagering, there is a highly engaged audience of punters who like to go down to their local for a bet with their mates, and how they do that has evolved.
“This partnership recognises that evolution and is about offering choice for the benefit of AHA NSW members and their patrons. There is no reason why traditional cash wagering can’t co-exist in a hotel, alongside an advertising sponsorship arrangement with Entain that promotes the digital offering of one of our leading brands,” he added.
John Whelan, AHA NSW CEO, said: “For decades now, many NSW hotels have operated PubTABs for Tabcorp at a significant loss – primarily due to high Sky Channel and betting terminal fees. In country NSW it’s even worse, with the majority of country pubs currently running their PubTAB at a loss.
“Today’s partnership with a world leader in Entain will finally give NSW hotels competition and choice.”
Whelan went on to note the changing habits among Australian sports bettors and the shift to non-retail-based gambling as a core reason for the new partnership.
He added: “Our patrons are already exposed to advertising from corporate bookmakers on our pub TV screens, on the radio, in newspapers and on their phones.
“Increasingly people are choosing to bet on the races or the footy on their phones – not in the traditional retail environment. Today, most people betting on their phone in a NSW pub are placing a bet with Ladbrokes, Neds or another corporate bookmaker.”