London-based online sportsbetting and gaming group SportingBet has signed a sponsorship agreement with the Brisbane Broncos professional rugby league football club in Australia.
The National Rugby League (NRL) team has become the latest to agree a sponsorship deal with a betting firm following last week’s news that Sydney-based Wests Tigers had agreed a six-figure deal with Betfair.
SportingBet is registered in the Northern Territory and will join the team’s stable of sponsors when the 2009 season begins in the autumn.
“We are very happy to have SportingBet join us as a new sponsor, particularly in this difficult financial time for every business,” said Bruno Cullen, Chief Executive Officer for the Brisbane-based team.
“There has been some conjecture over this type of sponsorship and it is a sensitive area. But I want to underline that the Broncos and SportingBet have kept this deal very simple. This is a straight sponsorship agreement between two businesses that is being driven by brand affiliation. There is no revenue sharing or the like. This is purely about two strong sporting brands in Australia allying for a shared marketing purpose.”
Fellow NRL clubs Newcastle Knights and Cronulla-Sutherland Sharks agreed a deal in principle last month with little-known betting agency EzyBet while several other Sydney-based clubs are poised to follow their example.
“We have always wanted to put money back into the sports we bet on and this is another great opportunity to do so,” said Michael Sullivan, Chief Executive of Australia for SportingBet.
“We are delighted to join the Broncos as a major sponsor as they are a great organisation on and off the field and will be right in the mix again come September.
“The Broncos are a club with a great tradition and we look forward to a long and fruitful relationship with them.”