Matt Tripp's upstart online wagering firm, BetEasy, "has beaten bigger and more established rivals" to become the Australian Football League's official betting partner for the next five years, according to John Stensholt of the SYDNEY MORNING HERALD. BetEasy "is understood to have paid a big price for the deal," shelling out nearly A$10M ($8.5M) annually for the term of the contract from the '15 season. Tabcorp's TAB "previously held the AFL rights, which includes finals and the Brownlow Medal." However, Tabcorp "declined to meet BetEasy's winning bid, which also beat the likes of Sportsbet and William Hill Australia." The deal "is the first big win" for Tripp. Tripp said, "It shows we're very serious and we're here to stay and we're delighted to align ourselves with what we think is Australia's biggest sport. We beat out some of the big European wagering firms and I think that is important to note." The deal means BetEasy "will gain some signage at AFL games as well as advertising on the AFL website and other digital platforms." BetEasy "also gains first rights to negotiating separate sponsorship arrangements with AFL broadcasters Seven West Media and Foxtel" (SMH, 12/2).
