Tabcorp (TAB) has renewed its multi-year partnership with the NFL in Australia, extending the deal through to 2030.
The agreement sees TAB continuing to be the NFL’s official sports betting partner in the Australian market and its exclusive wagering company for the 2026 NFL regular season game to be played at the Melbourne Cricket Ground at a date to be confirmed.
As part of the deal, TAB will deliver exclusive NFL events, content and experiences across its digital platforms and retail venues.
Fans will be able to access preview shows, highlight reels and NFL Network programming through the TAB app across 3700 pubs, clubs and TAB agencies around Australia.
NFL Australia & New Zealand GM, Charlotte Offord, said the experiences will cater for the growing number of Australian NFL fans.
“Australia is an important market for the NFL and this collaboration will help us further strengthen our local fan base, one that has continued to grow and evolve over the last two years,” Offord said.
TAB director of marketing, Troy Benton, said the partnership will create a true omnichannel experience.
“Whether you’re in one of our retail venues or at home on the app, our customers will be able to access the latest in NFL news and content which will only grow the sport in Australia,” Benton said.
“We’re particularly pleased to be a partner of the first ever regular season NFL game to be played here.
“This will be one of the biggest sporting events hosted in Australia and we’ll be activating all of our assets and providing customers with exclusive access to the biggest names and content in sport.”
The NFL has identified Australia as a key global growth market, with an estimated 7.5 million fans nationwide.
The 2026 Melbourne game, featuring the Los Angeles Rams as the designated home team, is the latest step in the NFL’s efforts to expand its presence and deepen fan engagement in Australia with a multi-season deal being brokered earlier this year.
This article first appeared on Club Management’s sister publication, Australian Hotelier.