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Brisbane Lions fills major sponsor void with Neds deal

AFL Aussie rules club Brisbane Lions has moved quickly to secure a new co-major partner for the 2019 season after agreeing a deal with online bookmaker Neds.

The partnership will see the Neds brand feature on the front of the Lions’ home jersey and the back of the away jersey throughout the season.

The partnership is the first time a betting company has had branding on an AFL jersey since 2013.

Neds stepped in after the Lions recently terminated a deal announced last year with SOOW. The tech start-up reportedly failed to make payments under the terms of its contract.

Brisbane Lions chief executive Greg Swann said: “To be able to find a new co-major partner in less than two weeks speaks to the positivity around the club at the moment. All of our key off-field markers are up year on year, and we are so pleased that Neds wanted to be a part of that journey in 2019.”

Neds joins Oaks Hotels & Resorts as the co-major partners to feature on the club’s jumper in 2019.