Sportsbet increases grip on footy audience with Seven AFL deal

Sportsbet has struck a multi-million dollar deal with Seven West Media to sponsor the 2017 AFL season and hopes to mirror what it has achieved with a similar deal with the NRL on Nine and extend its influence to a new audience.

The new deal gives Sportsbet total coverage of the winter football codes on free-to-air TV and fills the void left by CrownBet, which instead is focussing its efforts on its $10m AFL partnership and advertising on subscription TV with Fox Footy.

The deal also comes as Seven moves to reduce the number of wagering companies featured in AFL telecasts this year.

Barni Evans, chief commercial officer of Sportsbet, said at first glance its decision to join Seven was a “standard package of rights”.