TAB becomes first gambling sponsor of Women’s World Cup

The Women’s World Cup will have its first gambling sponsor, as FIFA has recently confirmed that New Zealand-based betting company TAB will take on the role.

Significant milestone

As an “official supporter,” TAB NZ will receive promotional opportunities across the four New Zealand stadiums hosting the tournament from July 20 to August 20. While the exact value of the sponsorship remains undisclosed, this collaboration marks a significant milestone in the betting sector’s involvement with women’s football events.

The partnership between TAB and FIFA for the Women’s World Cup indicates that the gambling industry is becoming more involved in women’s football and underscores the growing commercial interest in the sport. With the tournament fast approaching, fans and stakeholders are excitedly looking forward to the positive effects this collaboration will have on the event and the ongoing progress of women’s football.

Commitment to supporting sports

TAB is dedicated to supporting sports and reportedly refunds commissions to the sports they accept bets on. They contributed NZ$2.4 million to New Zealand Football, the national federation, last year. It’s essential to note that although football bodies partner with the gambling sector, players, referees, and officials are prohibited from betting on games or having financial interests in betting industry operators.

It’s becoming more common for major football tournaments to be sponsored by gambling companies, and this trend continues with the latest development. Betano, a well-known European gambling brand, has joined as a “third-tier supporter” for the men’s 2022 World Cup, which FIFA also secured a gambling sponsorship deal for. In addition, UEFA signed a three-year agreement with Austrian operator bwin in 2021 for both the Europa League and Europa Conference League.