Sportsbet.com.au has signed up as an advertising partner of Ten’s coverage of the Big Bash cricket league, due to start in December.
The deal is part of the betting brand’s strategy to shift more marketing support into sports beyond horse racing following a shift in regulations earlier this year that meant the higher fees for bookies to cover racing were introduced.
Barni Evans, Sportsbet marketing director told AdNews that as racing becomes less profitable, it is shifting its marketing spend to invest more in other sports including cricket, soccer and international sports such as American football.
“[Big Bash] is probably million and a half [dollars] I’ll gladly invest in a sport because it’s slightly more profitable to me,” he said.
KFC Big Bash coverage is due to kick off on Ten on 18 December. The network announced last week that British cricketer Andrew ‘Freddie’ Flintoff would be joining the commentary team for the season. He will sit alongside Ricky Ponting, Adam Gilchrist, Damien Fleming and Mark Waugh.
For more on Sportsbet’s marketing and strategy, read The Marketer profile of Barni Evans in the current print issue of AdNews (17 October). Subscribe in print here or read it now on the iPad.
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