Sports betting operator Neds has entered into a partnership with the Australian Professional Leagues (A-Leagues), the organisation that manages the top level of men’s, women’s and esports football in the country.
Under the two-year agreement, Neds, part of Entain, will benefit from a presence on various surfaces inside stadiums, while Neds content will also appear on the A-Leagues’ ‘Keepup’ digital hub.
Neds will also receive integration with live match centres for domestic and international matches and a social media presence on A-Leagues’ official channels.
“Football is the most widely played sport in Australia and the world, and we have seen strong growth of interest in the A-Leagues over the past year,” Neds chief markering officer James Burnett said.
“Neds is a young and dynamic player within a highly competitive category and with more than 200 matches across the men’s and women’s competitions, this partnership provides a strong brand opportunity and also a chance for A-Leagues’ fans to take their support to the next level.”
A-Leagues chief commercial officer Ant Hearne added: “Neds is an innovative and rapidly expanding brand and there is a natural synergy between our two organisations; as we both put the fan experience at the core of everything we do.
“With the 2021-22 A-Leagues season shaping up to produce some of the most exciting football ever, the partnership with Neds supports us to connect, unify and empower fans to engage with the game, however they choose.”
The new deal comes after sports data and AI technology provider Stats Perform last month also entered into a partnership with the A-Leagues.
In June, mixed martial arts franchise UFC named Neds as its official sports wagering partner in Australia.
