NRL offers US bookmakers TV rights as part of betting push

American wagering giants have been offered the rights to stream NRL matches on their platforms as part of a solution to capture a slice of the country’s exploding betting market.

As the NRL tries to sew up a deal with an overseas betting partner after the historic season-opening matches in Las Vegas, the game’s pursuit of a new gambling dollar has included offers of a package to provide vision and odds for rugby league’s transition into the States.

The practice is commonplace in Australian racing codes. Races are shown on the websites and apps of the major bookmakers and punters can bet while watching each event.

It’s far more unusual for sporting bodies to consider offering or selling their vision to oddsmakers, but the NRL has opened talks with American wagering companies about an all-encompassing solution to lower overheads.

The matches would be streamed at abnormal hours for American punters, but the ease of access is considered crucial to attracting a new market.

The NRL’s season-opening double-header generated an average audience of just 61,000 for the season’s first match between Manly and South Sydney on cable network Fox Sports 1.

Australian Rugby League Commission boss Peter V’landys and NRL chief executive Andrew Abdo want to grow that market in future years, starting with three-time defending champions Penrith, who are poised to lead the four teams in Las Vegas next year.

The NRL’s bookmaker offering, according to sources speaking on the condition of anonymity as they are not authorised to discuss the talks publicly, could also include form and odds as part of a revenue share agreement in which the governing body and its preferred partner split earnings.