Betfair has had a relationship with the Australian Rugby Union since 2008 and their latest move to partner with Super Rugby will only work to strengthen those ties. With this new agreement, Betfair has become an official partner of the Super Rugby competition in Australia for the next two seasons. Betfair joins 14 approved betting operators including Centrebet, Tabcorp’s Luxbet, Paddy Power’s Sportsbet and Sportingbet, who all share information and work together to maintain the integrity of ARU and Super Rugby matches and competitions.
Under the terms of the agreement, Betfair will increase its brand presence through advertising across Super Rugby’s digital platform, as well as via in-stadium advertising and grass signage at home games taking place in Australia. The exposure will be significant, Super Rugby matches are broadcast in over 40 countries across the globe.
John O’Neill, managing director and CEO of Australian Rugby Union, said the partnership deal was the next step in a relationship that began in 2008.
“Betfair has been one of our approved betting operators since early 2008 and their decision to become an official partner of Super Rugby in Australia builds on what has been a very good working relationship,” said O’Neill.
“Since becoming an approved betting operator in April of 2008 Australian Rugby Union and Betfair have had an open communication channel to ensure the game and the agency maintain their high level of integrity…This new agreement builds on Betfair’s support for Rugby in Australia and will not inhibit them continuing as one of Australian Rugby’s approved betting operators.”
Betfair Australia’s chief executive officer, Andrew Twaits, said in a release, “It’s Betfair’s first foray into Rugby Union and this new partnership will help broaden our awareness nationally, but crucially in the key NSW and QLD markets,” said Twaits. “The deal really is a commitment to the Rugby heartland.
“With a new domestic franchise, an exciting group of Australian teams and a World Cup on the horizon, it’s an exciting time to be involved with the sport.”