NBA Signs Tabcorp as Official Aussie Sports Betting Partner

  • Multi-year deal makes Tabcorp the NBA's official betting partner in Australia
  • Operator's television offering can now include NBA TV, which airs live games
  • Agreement comes one month after Tabcorp became Australia's official NFL partner
basketball going through hoop in basketball court
Tabcorp is now the official betting partner of the NBA in Australia after having signed a multi-year agreement that will see it offer the NBA television network to viewers, among other things. [Image: Shutterstock.com]

NBA branches out to overseas markets

The Australian betting and lottery operator Tabcorp is now an official betting partner of the National Basketball Association (NBA).

The multi-year agreement announced on Twitter will see Tabcorp act as the NBA’s official partner in Australia. This will allow the operator to use the NBA logo on its advertising campaigns and across various social media channels. 

Tabcorp’s television offering, Sky Channel, will now be able to showcase NBA TV, the sporting association’s 24-hour television network. Over 4,400 entertainment and retail Tabcorp sites in Australia will have access to the network as part of the new deal.

Programming on offer through NBA TV on Tabcorp’s Sky Channel will include live coverage of games, highlights, and other original content. Tabcorp will also be able to create personalized content and fan experiences across its venues in Australia. 

Positive reactions to the new partnership

Tabcorp Managing Director for Wagering and Media Adam Rytenskild said the NBA’s popularity is growing significantly. He added that now, the association has the best-ever representation of Australian players.

Notable current Australian NBA players include Patty Mills, who plays with the San Antonio Spurs, and the Philadelphia 76ers’ Ben Simmons. Rytenskild observed that Tabcorp’s customers place more bets on NBA games than on any other league, which includes the National Rugby League (NRL) and the Australian Football League (AFL).

According to Tabcorp, NBA betting turnover has been increasing by over 50% over the last five years. Now, more customers have access to live games. Rytenskild added that the “expanded sports offering gives fans and our venue partners more value, and complements Sky’s unrivaled coverage of Australian and international racing.”

millions of Australians will now have access to NBA TV

The managing director of NBA Asia, Scott Levy, was also happy with the new partnership. He spoke about how millions of Australians will now have access to NBA TV and noted that Tabcorp will be helping the league with integrity monitoring – a hot topic with legal sports betting in the US. 

Tabcorp making moves

The Tabcorp-NBA partnership comes a month after the Australian operator signed a similar deal with the National Football League (NFL).

As the league’s official betting partner, Tabcorp will create new experiences and content for NFL fans in Australia through is retail venues and digital channels.

Tabcorp will also be promoting the official free-to-play NFL game, Pick’em. This is the first deal of its kind that the NFL has signed with a betting operator. 

Non-exclusive agreement with the NBA

While Tabcorp is now an official betting partner of the NBA, the agreement is not an exclusive arrangement. Other betting operators also in partnership with the league include William Hill, the Stars Group, MGM Resorts, and FanDuel. 

One of the NBA’s current main revenue drivers involves selling access to its exclusive live data feed to sportsbooks. This provides valuable data for operators that offer live betting on NBA games.