The Australian Professional Leagues (APL) have named Entain Group-owned Neds as the wagering partner for the A-Leagues in a two-year deal.
As part of the partnership, Neds will receive in-stadium promotion and signage opportunities at selected Isuzu UTE A-League and Libert A-League matches, as well as content across the A-Leagues digital channels.
The deal will likely see Neds branding employed at matches only where the home club has not previously signed a partnership with their relevant state authorities in a commitment to say no to sports betting sponsorships.
This means clubs including Western Sydney Wanderers and Adelaide United will likely not have any Neds branding present at home matches.
Neds chief marketing officer, James Burnett, said: “Football is the most widely played sport in Australia and the world, and we have seen strong growth of interest in the A-Leagues over the past year.”
“Neds is a young and dynamic player within a highly competitive category and with more than 200 matches across the men’s and women’s competitions, this partnership provides a strong brand opportunity and also a chance for A-Leagues’ fans to take their support to the next level,” Burnett said.
A-Leagues chief commercial officer, Ant Hearne, said the APL and Neds will work to promote responsible wagering with the partnership, maintaining integrity of all A-Leagues matches.
“Neds is an innovative and rapidly expanding brand and there is a natural synergy between our two organisations; as we both put the fan experience at the core of everything we do,” Hearne said.
“With the 2021/22 A-Leagues season shaping up to produce some of the most exciting football ever, the partnership with Neds supports us to connect, unify and empower fans to engage with the game, however they choose,” he said.
