Australian operator becomes NBA sports betting partner
Operator inks media partnership with basketball giant, as US firms look to Australia for betting inspiration
Australian operator Tabcorp has inked a multi-year media partnership with the National Basketball Association (NBA) that will see the firm become its authorised sports betting operator in Australia.
Under the terms of the agreement, the league’s 24-hour TV network, NBA TV will now be shown on Tabcorp’s Sky Channel and in 4,400 TAB retail and entertainment venues across the country.
In addition, Tabcorp is authorised to use official NBA league markings on its web platform and will collaborate with the NBA on protecting the integrity of NBA games.
At present NBA TV is available in more than 120 countries and territories across the world, featuring live NBA games, highlights and other content. As part of the deal, Tabcorp will create unique NBA-themed content and experiences for fans within its venues.
Tabcorp managing director for wagering and media Adam Rytenskild highlighted the growing appetite for the NBA in Australia, thanks in part to the large contingent of Australian players within the league.
“This deal creates an expanded sports offering, gives fans and our venue partners more value, and complements Sky’s unrivalled coverage of Australian and international racing,” Rytenskild added.
Scott Levy, managing director of NBA Asia, expressed his excitement about the new partnership with Tabcorp as the NBA looks to expand its reach into the Australian market.
“We also look forward to working with Tabcorp on integrity monitoring in their new role as an authorized sports betting operator,” Levy said.
Tabcorp inked a similar deal with the NFL in September.
Operators like FanDuel and PointsBet have looked to the Australian bettor as a marker for how to approach the US market.
US CEO for PointsBet Johnny Aitken recently told EGR: “I truly do believe the Australian market is the closest to what the US market will be in terms of the types of sports people bet on, the types of product, the regulation and the need to work with the leagues.”