Picklebet & Panthers strike four-year sponsorship deal

Penrith Panthers have announced a major four-year partnership with Australian wagering platform Picklebet, marking a significant move in the club’s commercial strategy.

The deal positions Picklebet as the Panthers’ Official Wagering Partner, reinforcing both brands’ commitment to digital innovation and enhanced fan engagement.

Picklebet, one of Australia’s top NRL bookmakers, is reshaping the betting experience with its tech-driven approach.

The company aims to provide a user-friendly and responsible gaming platform tailored to modern sports fans.

“We are incredibly excited to partner with the Penrith Panthers, a club that has set the benchmark for excellence both on and off the field,” said Damon Oudejans, CMO and Co-Founder of Picklebet.

“Picklebet and the Panthers share a passion for innovation and a commitment to delivering premium experiences to fans. This partnership is more than just branding—it’s about creating engaging, digital-first activations that bring supporters closer to the game they love.”

To launch the collaboration, Picklebet is running a high-profile competition on their Instagram, offering a trip for two to Las Vegas to witness the Panthers play in the NRL’s historic Round 1 event at Allegiant Stadium.

The giveaway includes return flights from Brisbane, Sydney, or Melbourne, three nights’ accommodation, $5,000 AUD in spending money, and game tickets.

To enter, fans must tag a friend in the comments and explain why they should win. The competition closes on Monday, February 24, at 12 PM AEDT.

As the four-time reigning NRL Premiers, the Panthers continue to set the standard for performance, culture, and community engagement.

This partnership aligns with the club’s ambitious approach both on and off the field, offering fans new and immersive experiences.

“This partnership is a fantastic alignment between two brands that embrace innovation and excellence,” said Matt Cameron, Panthers Rugby League CEO.

“Picklebet’s cutting-edge approach to digital wagering, particularly its focus on next-gen sports engagement, is an exciting fit for our club. We look forward to working together to create incredible experiences for Panthers fans over the next four years.”

Under the agreement, Picklebet branding will be integrated across Panthers’ digital platforms, in-stadium activations, and fan engagement initiatives.

Additionally, Picklebet will leverage its digital expertise to introduce new ways for supporters to connect with their team and the game like never before.

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