Tabcorp launches in UK through Sun Bets

Tabcorp launches in UK through Sun Bets

Thursday, December 10, 2015 Totally Gaming
David Attenborough wants to create a market leading sportsbook

Australian gaming operator Tabcorp has turned the tables on its UK rivals by signing a deal to operate a betting site for Britain’s biggest newspaper, The Sun.

Tabcorp, which is headquartered in Melbourne, has been selected by News UK, the publication’s owner, to run Sun Bets in a 10-year partnership that will begin in 2016.  

Tabcorp, which has seen a number of UK giants such as William Hill and Ladbrokes launch in Australia in recent years, said that News UK will head internal and external media promotion, while Tabcorp will provide News UK with a portion of revenue from the new business each year.

Tabcorp chief executive David Attenborough said he was delighted to be launching his company in the UK

“Entering the UK market in partnership with News is an exciting opportunity for Tabcorp as we take our capability into the UK online gambling market,” he said. “The Sun has more than 10 million readers per week and over one million football fans actively engaged through The Sun Dream Team FC fantasy football competition. 

“This partnership provides us with the opportunity to create a leading online bookmaker in the UK market under the Sun Bets brand over the coming years and fits with our strategy of pursuing close-to-core international opportunities.”

Tabcorp, whose brands include and Luxbet, generated revenue of Aus$2.15bn (€1.43bn/$1.57bn) during the 12 months to June 30, 2015, with net profit registering at Aus$334.5m.

Rebekah Brooks, chief executive of News UK said: “This deal with Tabcorp marks a pivotal moment in the digital transformation of the company, creating a world-class online sports book that will engage and entertain the betting public in the inimitable style of The Sun. 

“The two powerful brands of The Sun and our Dream Team fantasy football competition already have incredible reach and I have every confidence that this will be a rewarding partnership, which will see Sun Bets firmly established as a key player in the online betting business.”

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