Basketball Australia has announced a two-year sponsorship deal between Australian online betting company Centrebet and the National Basketball League (NBL).
Under the terms of the deal, Centrebet will be the official sports betting partner of the NBL. In addition, the gaming company will have promotions and signage at every NBL match and involvement in various hospitality, marketing and merchandise initiatives, along with public appearances and website promotions. Centrebet will also become the official betting sponsor of Ten Network’s One HD exclusive coverage of the league, which sees the broadcaster covering two live games every week in Australia.
The financial terms of the agreement have not been disclosed.
Luke Brill, head of Centrebet marketing and gaming, said of the deal: “Centrebet are delighted to be the official sports betting partner of the NBL. This partnership includes full integration with all the broadcast media and branding throughout the competition. The opportunity to be part of the future of the NBL is very exciting for us at Centrebet and we truly buy into the vision for the sport.”
Centrebet’s media chief Neil Evans also expressed his delight: “This is a marvellous opportunity to replenish the Australian basketball scene, with a number of new initiatives designed to enhance the competition’s image, exposure and ability to compete in Australia’s ever-competitive market-place. All our markets will be integrated through a NBL panel show which will also be replayed on the free-to-air Ten channel.”
Basketball Australia chief executive officer Larry Sengstock, commented on the NBL’s commercial popularity: “Centrebet are one of Australia’s leading sports betting providers and they have recognised that the NBL is making major strides commercially. They have a history of being ahead of the curve and in 1996 were the first licensed bookmaker in the Southern Hemisphere to offer online sports betting. Clearly they see that the NBL is poised to move its business to a whole new level.”
“As a sport we’ve undergone a massive structural transformation in the past two years in order to put ourselves in a position to reap commercial rewards, and we are now starting to see the tangible benefits of that hard work,” continued Sengstock. “Sports betting in Australia is hugely popular and wagering on basketball is a large part of that industry that generates millions of dollars. Basketball has lagged behind other codes until now in terms of reaping the rewards of that public expenditure but this new partnership will see some of that money flow back into basketball and be reinvested in the sport.”
The deal follows an earlier announcement that will see internet provider iiNet Limited become the NBL’s naming rights partner for the next three years. The agreements add to several other long-term partnerships between the NBL and other organisations, including Network Ten and its digital sports channel One as broadcast partners, AND1 as official apparel supply partner, Sky Television as its broadcast partner in New Zealand and Spalding as official ball partner.
Established in 1992, Centrebet was the first licensed bookmaker in the Southern Hemisphere to offer online sports betting and has become a leading international online betting and gaming company. The betting company currently has major partnerships with the Australian Football League (AFL) as well as the National Rugby League (NRL).