TAB broadens alliance with Australian Turf Club

The Totalisator Agency Board (TAB) has officially extended its collaboration with the Australian Turf Club (ATC). The partnership will reportedly be in effect for the next three years and include a number of other developments.

The extended three-year deal includes naming rights sponsor for the country’s richest horse racing meeting, the TAB Everest Race Day. The event will take place on Saturday, October 15, at Royal Randwick.

The expanded partnership also places the sports betting operator as the official wagering partner of the ATC for the next three years. Due to the recent changes, the commercial partnership between the two companies will become one of the lengthiest agreements in Australian sport.

The Chief Executive Officer of Tabcorp, Adam Rytenskild, commented on the development and revealed that TAB was delighted with the new aspects of the partnership and the lengthened agreement between the two companies.

“We’re thrilled to become Naming Rights Partner of Tab Everest Race Day and to extend our agreement as the ATC’s official wagering partner,” Rytenskild said.

“The Tab Everest is one of the world’s biggest race days, and we’re looking forward to combining the Tab brand, Sky Thoroughbred Central coverage, and Sky Sports Radio platforms to grow the event even further.

“This agreement extends our partnership with the ATC to at least 18 years. More than ever, we value our loyal partnerships and look forward to working even more closely together to make this one of the most innovative partnerships in racing to grow both Tab customers and the ATC product.”

The TAB CEO further divulged that the wagering company was currently in the middle of a digital transformation that would serve to change the customer experience of the firm significantly. The new development will also reportedly serve to amplify TAB’s deal with the ATC.

“We’ve launched a brand new TAB App which is faster and easier for our customers, and we ensured it was live in time for the TAB Everest. We have a new energy, are customer obsessed in everything we do, and we’re looking forward to using our renewed approach to enhance our partnership with the ATC,” Rytenskild continued.

The CEO of the ATC, Jamie Barkley, also released a statement concerning the TAB partnership and disclosed that the two companies were committed to ensuring that their customers had the best experiences.

“Tab and the Australian Turf Club share a long and successful partnership, and we are delighted to extend this agreement around our world-class racing. We also proudly share a commitment to delivering unrivalled experiences for all our customers,” Barkley said.

“Tab Everest Day and the running of the world’s richest race on turf has become a sporting and entertainment phenomenon watched by audiences around the globe. We look forward to this year’s sixth running of the Tab Everest as we join with Tab in promoting Sydney racing to the world.”

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