BetEasy, one of the leading Australian bookmakers, has landed a sponsorship deal with the Australian Football League for the next five years.
BetEasy beat off stiff competition to land the deal with TAB attempting to extend their deal as the official betting partner and Sportsbet and William Hill, the owners of the Sportingbet, Tom Waterhouse and Centrebet brands also in the running for the sponsorship. However, they were all beaten by BetEasy, which is owned by the former head of Sportsbet, Matt Trip, which he sold to the current owners Paddy power.
It is understood that the exclusive five year contract that will commence in 2015 after the end of TabCorp’s existing agreement with the league will cost BetEasy approximately $10 million a year.
Darren Birch, the Australian Football League’s general manager of commercial operations, said that an important aspect of this partnership is the AFL’s capacity to work closely with its official wagering partner along with other wagering outlets and to uphold the code’s integrity framework. He added that the AFL thanks Tabcorp for its partnership over the past decade throughout a period of great change in the sports wagering industry.
Matthew Tripp, who has owned BetEasy since March of this year, said that they beat out some of the leading European wagering firms and he thinks that that fact is important to note. He added that all their profits will remain in Australia and he hopes that punters will come to them for that very reason.
BetEasy will be replacing TAB on signage on the official website as well as at AFL games.