Tabcorp has appointed global agency dentsu to a long-term agreement which will see the company lead its media planning and buying. The appointment comes after a closed agency review.

Tabcorp is the largest Australian owned racing and sports entertainment company in Australia. Including wagering brand TAB – which operates a digital betting App and more than 3000 retail venues in pubs and clubs nationally. Sky Racing which broadcasts more than 150,000 live races across three channels on Foxtel, more than 60 countries globally and into retail venues. As well as integrity services business MAX.

Tabcorp also owns the domestic and international broadcasts rights for the Melbourne Cup Carnival and integrations with the Nine Network and Seven’s horse racing coverage, including the TAB Everest.

As the official wagering partner of the Australian Turf Club, Victoria Racing Club, the NBA and NFL Tabcorp has a focus on innovative racing and sports entertainment activations.

 Tabcorp General Manager of Marketing Kent Madders said dentsu’s innovative approach would be critical in a changing market.

“Dentsu has a long history of working with and helping some of Australia's biggest brands grow across a broad range of industries, including gaming and we’re really excited by what we can build together,’’ he said.

“Through the pitch process, we were impressed with the strategic approach dentsu presented to not only navigate the changing advertising landscape within wagering over the coming months and years but enhance the brand position through the process.

“We were also particularly excited by dentsu’s technology and automation capabilities, as we look to further optimise our media strategy to deliver more personalised communications and experiences for our customers.”

This announcement also brings to an end the long-term relationship between Tabcorp and OMD.

“OMD’s contribution to Tabcorp over a long period of time cannot be understated. They have been by our side for every great sport and racing moment and helped us adapt and grow through the ever changing wagering media landscape. We thank them for their support, professionalism and expertise,” he said.

Says Chris Ernst dentsu’s Chief Practice Officer Media – “We’re delighted to partner with Tabcorp on its next chapter of growth. The strong alignment between our teams was clear from the outset, as was the potential to bring our strategic capabilities to life together at scale. We cannot wait to get started.”