July 25, 2024

NZ becomes first gambling sponsor for Women’s Fifa World Cup

Kiwis are putting themselves on the global map, literally! But it’s not what most of us would assume. It’s for gambling. Yes, that’s right – Kiwis are putting themselves out there for New Zealand online casino gambling, with TAB New Zealand having struck an appetizing deal with FIFA. This deal fortifies TAB NZ as the first gambling sponsor of the FIFA Women’s World Cup 2024.

This sharp-witted move comes as top soccer leagues around the world are being banned as gambling sponsors for any World Cup event. This year the Women’s World Cup is scheduled to take place from 20 July to 20 August 2024 – which will see TAB NZ prominently featured.

The reason behind banning soccer leagues as gambling sponsors for the World Cup stems from increasing concerns about the ethical implications and potential negative impacts of such partnerships. There are certain views in some corners of the world that the relationship between sports and the gambling industry is not a good one.

Among the various concerns included problem gambling, integrity of the game, youth influence, and regulatory pressure. One of the examples is that the English Premier League announced its voluntary ban on the front-of-shirt gambling sponsors starting from the 2026-27 season. This follows mounting pressure from public health advocates and politicians.

Branding around the venue grounds of the World Cup stadium is also up for discussion. The sports industry was to be factoring in that it is in line with responsible gambling practices.

But for New Zealand, this is a pivotal moment. By becoming a gambling sponsor for this event, it has shown it supports the growth and visibility of women’s soccer. It brings new Kiwi energy to the World Cup, enhancing its reach worldwide.

TAB New Zealand taken over by Entain

Even more juicier is that this deal comes a year after the online casino group Entain snapped up the lead position at TAB New Zealand in a partnership deal. Exactly one year ago, the Entain Group signed a 25-year partnership and cemented itself as a prominent leader of the Kiwi sports scene.

TAB, formerly known as the New Zealand Racing Board, is a government body, which provides betting services for sports and racing. It employs around 460 staff and operates throughout New Zealand. Its offices are in Petone.

TAB NZ was established under the Racing Industry Act 2020, and its primary function is to act as the manager of the country’s many TAB outlets. It is the official Kiwi sports and race betting provider. The two main operations are – gaming operations and betting operations.

According to a press release issued by Entain, the partnership with TAB began on 1 June 2023. Entain CEO Dean Shannon said in a statement that this deal provided unrestricted access to the regulated New Zealand market. He said it provided a significant opportunity to enhance and improve engagement with Kiwi customers and grow the online sports betting market – including minimum bet sportsbooks NZ

 So far, the deal has enabled the financial upliftment of three New Zealand racing codes and 38 National Sporting Organizations, according to media reports. New Zealand’s betting market of approximately NZ$600 million today, according to Entain, and is expected to grow by 35% over the next five years^.

This means Entain is making huge inroads fast, and will be leading Kiwi minimum bet sportsbooks to new heights, globally in the years to come.

Background of Entain

Prominent is what the Entain Group is in the gambling industry. Headquartered in the United Kingdom, the Entain Group operates several top online casinos in NZ such as Coral, Bwin, and Ladbrokes. This company was founded in 2004 and today stands tall as one of the largest sports betting and igaming groups in the world, even so far as being listed on the London Stock Exchange.

The company’s reputation precedes itself, boasting a portfolio that includes sports betting at minimum bet sportsbooks NZ, casino games at top New Zealand online casinos, poker, and a hell of a lot more. It caters to millions of players across seas and borders. Entain is also committed to responsible gambling, investing significantly in research, education, and technology to promote safer gambling practices.

It was back in 2007, that the Entain Group launched a sportsbook, and was granted a Maltese licence. It has only gone uphill from there.

The partnership between TAB New Zealand and Entain represents a significant milestone, not only for the involved entities but also for the broader sports and gambling industries. As the Women’s Fifa World Cup 2024 approaches, all eyes will be on how this sponsorship unfolds, potentially setting new precedents for the future of sports sponsorships globally.

This groundbreaking deal underscores the evolving dynamics of sports sponsorship and the growing influence of the gambling industry, raising important questions about the intersection of sports, business, and societal impact.