Betfair Signs Australian Super 15 Rugby Union Sponsor

March 8, 2011

Betting firm Betfair has signed a new two-year sponsorship deal with rugby union’s Super 15 competition in Australia, order giving the company stadium and grass signage at the home grounds of all five Australian Super 15 franchises as well as advertising across Super Rugby’s digital platforms.

The deal covers every fixture hosted by the ACT Brumbies, New South Wales Waratahs, Queensland Reds, Western Force and newcomers the Melbourne Rebels, but not games played in New Zealand or South Africa.

Betfair spokesperson, Hugh Taggart said: “The addition of a new franchise and the change to tournament fixtures means there are more local derbies and subsequently bigger Australian audiences both at grounds and through television coverage.”

While the value of the sponsorship has not been revealed, Taggart added: “Suffice to say we believe it represents good value. Super Rugby remains a pretty clear sponsorship space while rugby league is cluttered with corporate bookmakers. The deal should give us excellent exposure to a growing audience.”

Andrew Twaits, Betfair’s chief executive, said: “Its Betfair’s first foray into rugby union and this new partnership will help broaden our awareness nationally, crucially in the key New South Wales and Queensland markets.”

ARU chief executive John O’Neill, himself a non-executive director of rival betting firm Tabcorp, added: “Betfair has been one of our approved betting operators since early 2008 and their decision to become an official partner of Super Rugby in Australia builds on what has been a very good working relationship. The Australian Rugby Union and Betfair have had an open communication channel to ensure the game and the agency maintain their high level of integrity.”