Betfair has inked a new two-year deal with rugby union’s Super 15 competition in Australia.
The agreement gives Betfair stadium and grass signage at the home grounds of all five Australian Super 15 franchises as well as advertising across Super Rugby’s digital platforms. Having come into effect during the third round of matches in the 2011 edition of the pan-southern hemisphere competition, the deal covers every fixture hosted by the ACT Brumbies, New South Wales Waratahs, Queensland Reds, Western Force and newcomers the Melbourne Rebels.
Hugh Taggart, Betfair spokesperson, said: “The addition of a new franchise and the change to tournament fixtures means there are more local derbies and subsequently bigger Australian audiences both at grounds and through television coverage.”
While the value of the sponsorship, which does not cover games played in New Zealand and South Africa, has not been revealed, Taggart added: “Suffice to say we believe it represents good value. Super Rugby remains a pretty clear sponsorship space while rugby league is cluttered with corporate bookmakers. The deal should give us excellent exposure to a growing audience.”
Betfair, as the official betting partner of Cricket Australia, ran a major marketing campaign during the Ashes and also sponsors the Geelong Cats Australian rules football club and 25 thoroughbred racecourses across the country. Yet despite being one of the Australian Rugby Union’s (ABU) approved betting operators, this deal marks the company’s first major move into rugby.
Andrew Twaits, Betfair’s chief executive, said: “Its Betfair’s first foray into rugby union and this new partnership will help broaden our awareness nationally, crucially in the key New South Wales and Queensland markets.”
ARU chief executive John O’Neill, himself a non-executive director of rival betting firm Tabcorp, added: “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. The Australian Rugby Union and Betfair have had an open communication channel to ensure the game and the agency maintain their high level of integrity.”
The ARU are yet to announce a naming rights sponsor for the Super 15 in Australia.
