FIFA Announces First Women’s World Cup Gambling Sponsor

New Zealand’s state monopoly betting operator TAB is the first gambling sponsor of the upcoming Women’s World Cup. The partnership, announced by FIFA on Monday, will give TAB promotional opportunities at the four host stadiums in New Zealand. TAB will also host fan interaction events during the course of the tournament.

FIFA did not disclose any financial terms of the agreement

The tournament will take place from July 20 until August 20; Australia is a co-host. FIFA did not disclose any financial terms of the agreement with TAB.

TAB gives a cut of the money it gets from bettors to the sports body linked to the wagers. Last year, the national soccer federation in New Zealand received NZ$2.4m (US$1.5m) from the operator.

TAB Chief Marketing and Customer Officer Jodi Williams welcomed the opportunity to be an official supporter of “the largest women’s sporting event in the world.” She believes the relationship is a natural fit as this tournament will “generate massive growth in participation for women’s football in New Zealand.”

Despite a pushback against gambling-related sponsorships in soccer, FIFA is still happy to proceed with such a deal. It had Betano on board as a partner during the men’s World Cup last year.