Australian betting giant UBET has made its first major announcement by signing V8 Supercars as exclusive wagering partner.
UBET, set to re-brand from TattsBet this week, announced V8 Supercars will be the first national sporting body to join the company as a major wagering partner.
To commence the partnership UBET has also signed as naming rights partner for this weekend's UBET Perth SuperSprint at Barbagallo Raceway where the V8 Supercars Championship resumes from an early season break.
Four-time Supercheap Auto Bathurst winner and veteran V8 Supercars great Greg Murphy has also been announced as the UBET motorsport ambassador, providing expert insights and updates for punters throughout the season.
UBET identified V8 Supercars to have far-reaching national appeal with its major events, many the largest in each state every year, live broadcasts and avid fans who are spread across the country and, for many, also share a love of the two major football codes.
The two-year agreement provides UBET with naming rights to the UBET Victory Lane for selected V8 Supercars Championship races, broadcast integration, on track and digital brand integration as well as joint promotional opportunities.
UBET Victory Lane will be a major feature of post-race celebrations for the winner and place-getters at the majority of V8 Supercars events where the spoils are celebrated by the victors and their teams after each race.
UBET Brand General Manager Penny Glasson said; "UBET Victory Lane delivers a strong brand association that connects the wagering brand to the passion, exhilaration and emotion that teams go through when they finally capture a hard earned victory in the V8 Supercars Championship," she said.
"Being the first and only wagering sponsor of V8 Supercars puts UBET at the forefront of the sport and its fans and is a significant step towards UBET reclaiming pole position in the wagering market.
"The V8 Supercar Championship provides us with a platform to engage with a national audience, with key events held in our home states.
"Having someone of the caliber of 'Murph' - a four-time Bathurst Champion - in our stable is a huge coup for us and he will be giving our customers his expert insights around the key events."
This sponsorship marries perfectly to UBET's brand essence, "for the thrill of it", ensuring that the UBET brand will become an intrinsic part of key celebrations with the V8 Supercars and its fans.
V8 Supercars Commercial Director Matt Braid, said; "UBET distinctly recognises the considerable reach of V8 Supercars and the national brand platform it presents.
"Our sport has millions of loyal and intensely passionate fans who embrace V8 Supercars as their number one sport whilst also having a strong affinity with other sporting codes.
"These attributes coupled with the intense thrill of an insanely competitive Championship makes V8 Supercars the ideal premium partner for a leading national brand."
UBET Victory Lane will make its debut appearance this weekend at the UBET Perth SuperSprint, again at the SKYCITY Triple Crown in Darwin in June, followed by the Castrol EDGE Townsville 400 in July.
UBET, the wagering arm of Tatts Group, formally known as TattsBet, announced the partnership as part of their re-brand which will launch nationally on Thursday 30 April, 2015.
The re-brand is a monumental change for the wagering business as it undergoes a transformation to reclaim its position as one of Australia's leading wagering companies.