Online betting company BetEasy has reached a long-term deal to become the official betting partner of the AFL Aussie rules league.
BetEasy replaces Tabcorp’s TAB as the AFL’s betting partner in a five-year deal, from 2015 to 2019.
Financial terms of the deal were not disclosed, but the Age newspaper said that BetEasy will pay the league A$10m (€7m/$8.7m) annually.
BetEasy will gain exposure from signage at AFL games along with advertising on the league’s website and its other digital platforms.
The company will benefit from negotiating separate sponsorship agreements with AFL broadcasters Foxtel and Seven West Media, although it has declined to provide live streaming of AFL matches on its website – a service TAB provided during the 2014 season.
BetEasy owner Matt Tripp told the Age: "It shows we're very serious and we're here to stay and we're delighted to align ourselves with what we think is Australia's biggest sport. We beat out some of the big European wagering firms and I think that is important to note. All our profits will stay here in Australia, so I hope punters will come to us for that reason."