The deal follows a gambling sponsorship for FIFA at the men’s 2022 World Cup in Qatar, also in the third-tier “supporter” category, to promote the Betano brand in Europe.
As part of the deal, TAB NZ will receive visibility at the tournament’s four New Zealand venues Dunedin Stadium, Eden Park, Waikato Stadium, and Wellington Regional Stadium.
Moreover, TAB NZ will organise fan interaction activities in New Zealand before and throughout the tournament as part of the agreement.
The announcement comes after Tab NZ and the UK-based betting giant Entain announced a strategic relationship in May. Entain will handle TAB NZ’s betting, wagering, and broadcasting operations under the terms of the deal.
According to the New Zealand Government, the alliance would provide at least US$550 million in guaranteed investment to the racing industry over the next five years.
Luis Rodriguez, Head of Partnership at FIFA, said: “We are pleased to welcome Tab to our expanding family of supporters and sponsors for this year’s ground-breaking FIFA Women’s World Cup".
“Hosting the world’s biggest women’s sporting event provides an excellent platform to engage football and sports fans across Aotearoa New Zealand and with Tab having significant plans in this space before and during the tournament, we welcome their support in generating even more hype in one of our host countries.”
Jodi Williams, TAB NZ Chief Marketing and Customer Officer, commented: “We’ve always been focused on nurturing the future of sport, with more than US$12m going back to sport in New Zealand last year thanks to Kiwis betting with Tab".
“With that in mind and with the potential of the tournament to generate massive growth in participation for women's football in New Zealand, it was a natural fit for Tab to be an official supporter for New Zealand of the FIFA Women’s World Cup 2023.”
Football bodies are increasingly making deals with the gambling sector even as their own rules bar players, referees and officials from betting on games or having financial interests in betting industry operators.
UEFA signed betting operator bwin to a three-year deal in 2021 for the Europa League and Europa Conference League.
Source: GMB
