Last Updated on 13 February 2024
Entain, the owner of Australian betting operators Ladbrokes and Neds, is trying to break Tabcorp’s racing broadcast monopoly and launch its own TV channel. The UK betting company has been talking to several networks for months trying to broker a broadcasting deal and reach bigger TV audiences.
Reports say that the UK-listed wagering giant has held discussions with networks Seven, Nine and Ten and offered $8 million a year to rent a channel. Entain and the TV networks didn’t comment on these reports, but according to sources, Ten was the network that was closest to agreeing to the terms offered by the Ladbrokes and Neds owner.
Entain Will Be Free to Advertise its Products
If Entain gets its own TV channel, it will also be able to advertise its sports betting and racing wagering products legally, as it won’t be affected by any advertising bans. The imminent changes in gambling advertising legislation will likely allow bookmakers to advertise on “dedicated racing channels and programming.”
The thing about free-to-air channels, though, is that they must own racing rights to be successful. That won’t be a problem for Entain too, as the bookmaker has vast experience in betting and broadcasting.
The betting company signed a 25-year deal with New Zealand TAB last year that allowed it to take over wagering and broadcasting operations in New Zealand, but to also bring NZ racing closer to Australian audiences.