TAB New Zealand, the monopolistic organization that runs sports betting in New Zealand, has become an official supporter of New Zealand at the 2023 FIFA Women’s World Cup (WWC) soccer tournament in Australia and New Zealand.

The deal makes TAB the first betting agency to officially support FIFA for a World Cup.

The organization will be visible as an official supporter at New Zealand’s venues for the tournament, at Eden Park, Waikato Stadium, Wellington Regional Stadium, and Dunedin Stadium.

FIFA's head of partnership development Luis Rodriguez said: “We are pleased to welcome TAB to our expanding family of supporters and sponsors for this year’s ground-breaking FIFA Women’s World Cup.

“Hosting the world’s biggest women’s sporting event provides an excellent platform to engage football and sports fans across Aotearoa New Zealand, and with TAB having significant plans in this space before and during the tournament, we welcome their support in generating even more hype in one of our host countries.

TAB's chief marketing and customer officer Jodi Williams added: “This year’s FIFA Women’s World Cup 2023, the largest women’s sporting event in the world, is proof that for many, soccer is life. This tournament has the potential to turbocharge women’s football in New Zealand, by bringing the world to Aotearoa, growing the local soccer community, and making soccer more accessible for all.

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“We’ve always been focused on nurturing the future of sport, with more than $12m going back to sport in New Zealand last year thanks to Kiwis betting with TAB.

“With that in mind, and with the potential of the tournament to generate massive growth in participation for women's soccer in New Zealand, it was a natural fit for TAB to be an official supporter for New Zealand of the FIFA Women’s World Cup 2023.

“It also means that with every bet, no matter what, New Zealand sport wins. Regardless of the scoreboard and regardless of which team wins, every bet with TAB adds to the huge contribution TAB makes to New Zealand sports every year.”

Both organizations signed other partnerships last month, with the 2023 FIFA WWC signing a commercial partnership with Unilever, the international consumer products giant.

TAB meanwhile received approval from the New Zealand minister for racing for TAB's major strategic partnership with Entain, the UK-based sports betting and gambling company.

The deal, which was originally announced in March, gives Entain rights to manage TAB New Zealand.