Tabcorp Teams Up With the National Basketball Association
Australian bookmaking giant Tabcorp has agreed on a multi-year media partnership with the National Basketball Association to become the official sports betting operator in the country.
As part of the deal, the NBA’s popular 24-hour TV channel, NBA TV will be broadcast on Tabcorp’s Sky Channel for customers as well as being shown in the operators 4,400 TAB retail and entertainment centres that they operate in Australia.
The licensing deal allows Tabcorp to use NBA branding on the company’s website, and the bookmaker has revealed that it will be creating unique NBA-themed content and experiences for visitors to its venues. Tabcorp will also work together with the NBA to protect the integrity of the sport. In a similar fashion to the recent tie-up between the Professional Golfers’ Association and IMG Arena who use over 350 volunteers to ensure the integrity of the Tour.
The NBA has seen an incredible surge of popularity in recent times. So much so that earlier this year, Tim Watts, a member of the Australian Parliament addressed the chamber he asked a question that was on a lot of Australian’s minds, why Aussie Ben Simmons had been snubbed from the NBA All-Star Game? The MP even questioned whether the move was an “anti-Australian conspiracy” afoot in the NBA.
Despite Australia being 8,000 miles away from the home of the NBA, the time difference is very favourable for fans based in the country with many games shown during the daytime. Therefore, this deal has the potential to create a win/win for both the NBA and Tabcorp.
Adam Rytenskild, managing director for wagering and media at Tabcorp, highlighted the growth of interest in the sport that has been partly driven by the increasing number of Australian players who ply their trade in the NBA. He said;
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– Adam Rytenskild, Managing Director, Tabcorp.
Scott Levy, managing director of NBA Asia, said he was “excited” about the deal as it would help the National Basketball Association realise its ambitions to expand the sport on the continent. Levy also expressed his delight that Tabcorp would be assisting in ensuring the integrity of the NBA, saying he was “looking forward” to working with them.
Tabcorp’s agreement with the NBA is the second big partnership deal with an American sport this year. Last month a similar deal was struck with the NFL. As part of that deal, Sky will bring the NFL Network and six hours of NFL RedZone programming each week as well as broadcasting one game live every Monday morning during the football season.