Digital Fuel Marketing Ltd (“Digital Fuel or “DF”) announced that the company has inked a three-year third-party agreement with wagering giant Tabcorp, signing on as a digital marketing partner.
CEO Toby Oddy, stated that Digital Fuel has secured an exclusive contract to provide Tabcorp with a full suite of digital marketing and creative services in the UK and Ireland. 
The announcement follows on from last month’s unveiling of Tabcorp’s agreement with News UK to launch a UK-facing online wagering and gaming business, Sun Bets.
Oddy said, “Having worked with Tabcorp in the Australian gambling market we are very pleased that we will be partnering with them to further develop the international business. Their partnership with News UK will deliver a new and unique betting and gaming product under the iconic Sun brand. That is an extremely exciting proposition and one that will certainly appeal to punters in the competitive UK market.”
The digital marketing specialists bring a wealth of knowledge specific to the gaming and wagering industry having worked with a number of big brands across several territories. With proven market experience, they have been brought in to help establish the new brand as one of the market leaders, complementing the internal marketing teams.
The agreement will see Digital Fuel’s team tasked with the delivery of strategic planning, driving customer acquisitions and engagement, Pay-Per-Click advertising and Programmatic Media Buying, as well as SEO and digital optimisation – all key elements that will help Tabcorp establish a foothold in the competitive UK online gambling market.
The new brand, set to launch in 2016, marks Tabcorp’s exciting move into the UK’s lucrative A$7billion online betting market. “Entering the UK market in partnership with News UK presents an exciting opportunity for Tabcorp. We look forward to working with Digital Fuel as we seek to present a compelling
proposition to customers,” said Tabcorp GM wagering development, Glenn Lee.
The union will leverage the pair of power brands’ lead positioning in the marketplace, marrying Tabcorp’s industry experience in global wagering with The Sun newspaper’s market-leading media assets. The partnership will also capitalise on the incredible reach of its “Dream Team” fantasy football competition that boasts over 1.2 million registered members.
Digital Fuel will work to elevate Sun Bets in the minds of the UK’s millions of online sports bettors, and the DF team will be an integral contributor to the new online business becoming a key player in the UK’s online gaming and wagering industry.