Posted 3/7/11: Australian agreement will run for two years
Online betting group Betfair's Australian operations have scored an important sponsorship coup, signing up the local Super Rugby franchise in a two year agreement.
The deal includes in-stadium advertising, grass signage at the five Australian Super Rugby grounds and advertising across Super Rugby's digital platform.
Betfair spokesperson Hugh Taggart said the sponsorship does not cover grounds in New Zealand or South Africa, nations that also play in the international championship.
"But 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 ground and through television coverage," he said.
The value of the agreement has not been disclosed, with Taggart saying only that from a Betfair perspective it represents good value
"Super Rugby remains a pretty clear sponsorship space while League is cluttered with corporate bookmakers. The deal should give us excellent exposure to a growing audience," he noted.
The deal marks the company's first major move into rugby. Betfair recently ran a major marketing campaign during the 2010/2011 Ashes cricket series.
“It’s Betfair’s first foray into rugby union and this new partnership will help broaden our awareness nationally, but crucially in the key New South Wales and Queensland markets,”  Andrew Twaits, Betfair’s chief executive officer in Australia, said in a statement.