Beteasy lands AFL betting partnership

Australian bookmaker BetEasy has landed a sponsorship deal with the Australian Football League that will see it named official betting and gaming partner.

The exclusive, five-year agreement will begin in 2015 following the end of TabCorp’s existing agreement with the league and is believed to be worth around $50 million.

“A significant aspect of this partnership is the AFL’s capacity to work closely with its official wagering partner, along with other wagering outlets, to uphold the code’s integrity framework,” said Darren Birch, AFL general manager of commercial operations.

“The AFL thanks Tabcorp for its partnership over the past decade throughout a period of great change in the sports wagering industry.”

“Being 100 per cent Australian owned and operated, we feel BetEasy is a natural partner for Australia’s premier sporting code,” added chief executive officer of BetEasy, Matthew Tripp.

“The AFL is the benchmark for integrity and professionalism in Australian sport and it’s a privilege to be associated with them.”

The deal is a coup for Tripp who formerly owned Sportsbet.com.au which was later sold to Paddy Power (see previous reports).