NBA Names Tabcorp Authorized Betting Partner in Australia

NBA Names Tabcorp Authorized Betting Partner in Australia

The NBA has a new authorized betting partner Down Under.

Australia-based gambling entertainment group Tabcorp distributed a press release on Tuesday announcing the two companies had come to an agreement to make Tabcorp one of the NBA’s official betting partners.

Earlier this month, the NBA made William Hill one of its authorized sports betting partners in the U.S. market.

That was over a year after the NBA became the first major U.S. sports league to sign a deal with a gambling company when it named MGM Resorts its official gaming partner in July 2018.

Since that landmark moment in American sports betting history, the NBA has reached deals with several other gambling-focused entertainment groups, including making BetStars an official gaming partner in December 2018 as well as expanding their longtime daily fantasy deal with FanDuel to include making that company an official gaming partner, too.

NBA TV Included in Tabcorp Deal

The NBA’s deal with Tabcorp isn’t limited to sports betting.

Part of the agreement per the release is focused on delivering the NBA’s 24-hour television network, NBA TV, to more than 4,400 of Tabcorp’s retail and entertainment venues across Australia.

From the outside looking in, the move should help expose more bettors in Australia to NBA basketball and potentially encourage even more bets on NBA games. It never hurts, after all, to feature sports activities that would otherwise be unavailable to people sitting inside betting venues.

“Our goal is to support the growing appetite in Australia for the NBA, which currently features the strongest contingent of Australian players we have ever seen,” Tabcorp’s managing director of wagering & media, Adam Rytenskild, said in the release. “The NBA is popular with our customers, and we are proud to establish this partnership to bring fans of the competition a wide range of action in pubs, clubs and (betting shops).”

The NBA sees the deal as part of its overall marketing strategy.

“Tabcorp’s extensive retail network will bring NBA TV to millions of fans throughout Australia,” NBA Asia managing director Scott Levy said. “We also look forward to working with Tabcorp on integrity monitoring in their new role as an authorized sports betting operator.”

Tabcorp Has NFL Deal As Well

Tabcorp’s partnership with the NBA is the second such deal the company has made with a major professional sports league from the U.S. this year, giving the company partnerships with half of America’s four major sports leagues.

In September, the company also became the official wagering partner of the NFL in Australia. While that league has moved more cautiously into the sports gambling space than the other major professional sports leagues, the NFL’s deal with Tabcorp at least indicates its willingness to enter into agreements with gambling entertainment companies in countries with more mature sports betting environments such as Australia.

Moreover, it seems like Tabcorp is rapidly securing a pseudo-monopoly in Australia for securing partnerships with the most popular and lucrative American sports leagues. With deals now in place with both the NFL and NBA, Tabcorp only lacks agreements with MLB and the NHL to complete the collection.