NFL taps Tabcorp as Australian official wagering partner

TAGs: Australia, Dean Shannon, GVC Holdings, National Football League, NFL, Tabcorp

tabcorp-nfl-australia-wagering-partnerAustralian betting operator Tabcorp Holdings has inked a new wagering partnership with the National Football League.

On Wednesday, Tabcorp announced a ‘multi-year’ deal to become the NFL’s Official Wagering Partner in Australia. Terms of the deal weren’t disclosed, but Tabcorp will get the right to “create unique NFL content and experiences for Australian fans across its digital platforms and venues.”

Tabcorp and the NFL will also pimp the NFL’s official Pick’em free-to-play football game via the domain, while Tabcorp and Sky Channel will stream NFL Network and NFL RedZone programming along with one actual NFL game per week to Tabcorp’s retail outlets.

Tabcorp’s wagering division could use the boost after emerging as the ugly sister in the company’s most recent annual report. While digital wagering turnover is on the rise, the gains came amid generous bonus offers that took a bite out of wagering revenue.

After decades of declaring that sports betting and casinos were the devil’s handmaidens, the NFL has been embracing gambling like Joe Biden at a press-the-flesh campaign stop. Numerous NFL teams have inked individual tie-ups with gambling firms, while the league itself named Caesars Entertainment its first ‘official casino sponsor’ in January. Tune in next week, when NFL commish Roger Goodell will probably announce the opening of a sportsbook at the NFL Hall of Fame in Ohio.

Meanwhile, UK-listed gambling operator GVC Holdings has named Dean Shannon the new CEO of the company’s Australian operations, which include the Ladbrokes Australia and Neds brands. Shannon was previously CEO of the former and founded the latter firm, which was acquired by GVC in November 2018.

Shannon succeeds Jason Scott, who’s been overseeing GVC’s down under business since Shannon left Ladbrokes Australia in 2017 to launch Neds. GVC boss Kenny Alexander thanked Scott for his service while hailing Shannon’s “entrepreneurial skills,” which Alexander predicted would lead GVC’s Aussie ops “to even greater success in the future.”


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