Australian sportsbook Tom Waterhouse has announced that it has won sponsorship rights to the Australian National Rugby League, beating out fellow betting firm TAB Sportsbet with a A$50 million bid.
As part of the deal, Waterhouse will enjoy exclusive signage, hospitality and use of the NRL logos and images for marketing over the course of the next five years.
The move comes after it was announced that Waterhouse also took home the exclusive advertising rights to the Footy Show on Channel Nine with a A$15 million bid. The firm is also reportedly pursuing a television deal with Channel Nine to sponsor cricket and horse racing.
Although they lost out on the big sponsorship deal, TAB Sportsbet will still remain a NRL approved betting operator; a small consolation prize after losing its incumbent sponsorship position.