The Australian Football League has renewed its sponsorship contract with online gambling network BetEasy. Australian newspaper The Age reports that the new deal will run until 2025 with its value at a similar level to that of the initial contract between the two organisations, which began in 2015 and expired at the end of 2019. SportBusiness sources understand that agreement was worth A$8m (€4.9m/$5.4m) per year.
The assets included in the tie-up are likely to be altered in the new deal with a reduction in the amount of betting adverts shown during AFL games at the MCG and Marvel Stadium venues. The move follows a league review of the Australian wagering sector and stakeholder feedback on the issue.
It was recently reported that some AFL players, led by Western bulldogs captain Easton Wood, are considering taking a pay-cut in a bid to reduce the AFL industry’s gambling revenue.
The Age reports Kylie Rogers, commercial operations manager for the AFL, as stating: “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.”