AUSTRALIAN betting giant Tabcorp and Rupert Murdoch’s News Corp are set to target the UK and Irish gambling markets through a new business linked to The Sun newspaper.
Sun Bets will launch next year in an agreement set to run for an initial ten years but which could be extended depending on its performance.
Under the agreement News Corp subsidiary News UK – the publisher of The Sun along with The Times and Sunday Times – will undertake internal and external media promotion of the business while Tabcorp will provide News UK with a share of revenue.
Tabcorp chief executive David Attenborough said: “Entering the UK market in partnership with News UK is an exciting opportunity for Tabcorp as we take our capability into the A$7 billion UK online gambling market.
“The Sun has more than ten 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.”
Fantasy football link
News UK chief executive Rebekah Brooks said: “This deal with Tabcorp marks a pivotal moment in the digital transformation of the company, creating a world-class online sportsbook 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.”
Last month it was announced that a proposed merger between Tabcorp and rival Tatts Group had fallen through.