The Australian Football League (AFL) has agreed to terms on a new multi-year deal with online gambling company BetEasy.
The deal, which was first published in The Age, is reportedly worth $10 million a year and will run until 2025.
However, there is expected to be a reduction in the amount of betting adverts shown during AFL games at the MCG and Marvel Stadium venues due to a league review into the Australian wagering sector and stakeholder feedback on the issue.
“Working in conjunction with BetEasy, from this season there will be a reduction of in-stadium advertising at Marvel Stadium and the MCG, and greater collaboration on responsible wagering outcomes nationally, “AFL’s commercial operations manager, Kylie Rogers, told The Age.
“The AFL continues to support a strongly-regulated Australian-based sports wagering sector and works closely with all agencies to uphold the integrity of our game, through shared intelligence and reporting.
“Our partnership allows us to invest back into increased integrity measures and other areas of football.”
BetEasy chief executive officer, Andrew Menz, added: “We are pleased to extend our relationship with the AFL which sets the bar for integrity and fan engagement among Australian sports.”
Australia’s team sports administrators have yet to rule against betting sector-led central sponsorships.
Along with BetEasy’s AFL deal, Bet365 sponsors Cricket Australia, Football Federation Australia and Rugby Australia, while Sportsbet sponsors the National Rugby League.
Channel Seven, Telstra and Fox Footy paid a combined $2.508 billion for the current six-year broadcast deal, which ends after the 2022 season.