TAB lands world-first deal with NFL

Tabcorp has become the first official wagering partner of the NFL.
Lamar Jackson
The TAB has signed a historic deal with the NFL (Getty Images)
Wagering giant Tabcorp has landed a historic blow in the US sporting market after signing a deal with the NFL to become the league's exclusive official wagering partner in Australia.

It is understood that Tabcorp is the first global wagering partner the NFL has appointed.

Tabcorp managing director of wagering & media Adam Rytenskild told The Australian the deal would support the growth in popularity for the NFL in Australia.

“This gives fans more value, in line with our strategy of using our assets to create unique experiences for customers,” he said.

Tabcorp believes Australia's interest in NFL is exponentially rising, especially with rugby league converts Jarryd Hayne and Valentine Holmes attempting gridiron careers in recent years.

NFL executive vice president and chief strategy & growth officer Christopher Halpin said the league was excited about its growing popularity in Australia, adding that this partnership would help further serve Aussie fans.

The NFL deal is Tabcorp’s first step towards a broader goal of making Sky Channel the home of US sport in Australia.

The deal will see Tabcorp and Sky Channel bring the NFL Network, and six hours of NFL RedZone programming, to Australian fans across its commercial network of more than 4,400 pubs, clubs and TAB agencies. 

Sky Channel will also broadcast one game every Monday morning in Australia during the NFL season.

Tabcorp said the multi-year agreement would also allow it to create unique NFL content and experiences for Australian fans across its digital platforms and venues.

The two parties will also combine to promote the NFL’s official “Pick’em” free-to-play football game. The game will provide NFL fans in Australia the chance to win weekly prizes, including a grand prize trip to the Pro Bowl.

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