Sports betting operators already have their logos plastered across scoreboards, broadcasts, and team jerseys. But the next frontier could be even bigger: what if sportsbooks themselves became the broadcasters of live sport in Australia?
The International Precedent
In the UK and Europe, it’s already happening. Bookmakers such as Bet365 and William Hill stream live tennis, football, and basketball matches within their betting apps, giving punters a one-stop shop for wagering and watching. For smaller sports, this has provided global reach that traditional TV networks wouldn’t touch.
Australia’s Tightrope
In Australia, Sportsbet, Betr, and Ladbrokes are heavily entwined with sport through sponsorships and promotions. So far, though, streaming rights remain firmly in the hands of broadcasters and platforms like Kayo or Paramount+. But as betting companies look to differentiate themselves in an increasingly competitive market, streaming could be their ace card. Imagine opening your favourite sports betting mobile app and watching the A-League or Super Netball live - while betting odds update in real time.
Rights Holders: Opportunity or Risk?
For cash-strapped leagues outside the AFL and NRL, partnering with betting operators could mean instant distribution and new revenue streams. However, the optics and regulatory concerns are significant. Governments are already tightening gambling advertising rules, and letting sportsbooks become primary broadcasters could accelerate those restrictions.
The Consumer Angle
Would fans embrace this? For some, convenience would win: one platform for betting, scores, and live action. But others may see it as a bridge too far — a blurring of lines between sport and gambling at a time when community sentiment is already wary of saturation betting ads.
What Happens Next?
If sports broadcasting continues to fragment, and smaller leagues chase every dollar, the idea of sportsbook streaming in Australia isn’t far-fetched. The biggest obstacle isn’t technology or demand — it’s regulation and public tolerance. Should the market open up, expect betting operators to move quickly.
