Why Are Sports Betting Sites in Australia Partnering with Casinos?
Sports betting is hugely popular in Australia.
Many Australian punters head online to place their bets, whether it’s choosing their favourite rugby league team or horse racing bets. With the high demand for online betting sites, we’re seeing the emergence of partnerships between online casinos and new sports betting sites.
If you’re interested in finding out more about Australian betting sites and the current sports betting industry then read on. We’ll explore the relationship between Australian betting sites and sports organisations.
And we’ll take a look at some of the benefits partnerships between casinos and new sports betting sites can offer.
Australian Betting Sites and Sports
Betting sites in Australia are legal, with many states operating licensed sportsbooks.
Many online betting sites offer promotions, bonuses, free bets and competitive odds to attract customers.
Some of the most well-known sites include Tabcorp, Sportsbet and Bet365. But there are also online casinos that combine sports betting with other casino games. So players can enjoy the ease of using one betting site for all their gambling needs.
Types of Sports Betting Available
At Australian betting sites, you can bet on a wide range of sports, such as:
- international and Australian horse racing
- greyhound racing
- rugby league
- rugby union
- football (soccer)
The best betting sites in Australia offer decent odds and a wide range of sports to choose from.
New Sports Betting Sites
There are rumours of new entrants entering the sports betting industry.
Sportsbet is owned by a global sports betting and gambling corporation, and it seems others may be keen to follow suit.
Aussie billionaire Edward Craven and his business partner Bijan Tehrani own a global gambling brand named Stake. While the site is currently unavailable in Australia, there are rumours the pair are looking to launch a legal gambling operator to compete with Australian betting sites.
In 2022, Mr Tehani hinted at their intentions to enter the Australian gambling market as a licensed and regulated online bookmaker.
Sports Betting in Australia
In Australia, sports betting expenditure is almost $580 million annually. That’s just over $1,000 per year for every sports bettor. According to the Australian Institute of Family Studies, most sports bettors are male, between 18 and 49.
Perhaps not surprisingly, their gambling habits aren’t limited to sports betting. Around 45% of those sports bettors spend almost half of their typical gambling outlay on sports betting. The rest is spent on other types of online gambling.
Being Licensed and Regulated
All online bookmakers and new betting sites in Australia need to be licensed and regulated to operate. Each state has different rules for sports betting, which vary between states.
For example, some online sports betting sites offer different welcome bonuses and promotions. These promotions are usually based on the regulations of the state where the online bookmaker is licensed. Rather than where the customer is located when using the betting site.
Sporting Industry and Online Sports Betting
Given how much Aussies love sports and sports betting, it makes sense that casino operators are actively seeking collaborations.
Not just with some of the best sports betting sites, but also with sports organisations. But it has raised some concerns for regulators and fans.
Some critics believe partnerships with online betting sites, sports organisations and casinos may impact the integrity and outcome of sporting events.
To help mitigate risks, strict codes of conduct have been introduced for officials, athletes and sporting bodies. The aim is to safeguard the credibility and fairness of sports for all fans.
Sponsorships with Online Betting Sites
Australian betting sites have been spending big via paid sponsorships. According to Swinburn University of Technology’s Sport Innovation Research Group, around 50% of the NRL currently have partnerships with gambling entities.
But the numbers across many codes are dwindling, and some international competitions are banning sports betting sponsorships altogether.
For example, in the UK, the Premier League has banned sports betting sponsorships on all kits from their 2026/27 season.
The extra scrutiny on sports betting sponsorship is perhaps another reason that partnerships between Australian betting sites and casinos are becoming more popular. As another way to advertise to Australian punters to cross-promote their platform.
For players, partnerships between new sports betting sites and online casinos offer plenty of benefits. More competition brings greater deals for players. Many top Australian betting sites offer exclusive deals, features and bonuses for new or loyal customers, such as free bets, fixed odds or bonus bets.
With gambling becoming more mainstream in Australia, these partnerships will bring more online betting options for customers.
Therefore, helping Australians source the best sports betting odds to make a wager.
- ABC Australia “Rugby league clubs’ close relationships with betting increasingly at odds with other sports”, https://www.abc.net.au/news/2023-04-04/nrl-sports-betting-afl-online-gambling-committee-sponsorship
- Australian Institute of Family Studies “Sports betting in Australia”, https://aifs.gov.au/research/research-snapshots/sports-betting-australia
- Sports Pro Media “What the Premier League betting sponsor ban means and why it’s happened now”, https://www.sportspromedia.com/analysis/premier-league-betting-shirt-sponsor-ban-explainer
Olivia is an experienced journalist passionate about keeping our readers up to date with the latest in casino and iGaming news.Read more about the author