Lottoland agree stadium naming rights deal with Manly Sea Eagles

Lottoland is closing in on a major “seven-figure” sponsorship deal with leading Australian NRL side Manly Sea Eagles, an agreement which will include the naming rights for the rugby league team’s iconic stadium.

The deal, which has been approved by the local council that owns the ground and could be sealed tomorrow, will see what is currently called the ‘Brookvale Oval’ become ‘Lottoland’ ahead of the club’s first home game of the new season on 5 March.

According to Lottoland Australia MD Luke Brill the three-year agreement underlines the operator’s intent to shake-up the country’s lottery market.

“We have had an incredible first year and now we want to continue to grow our brand within Australia and become a serious alternative to the existing monopoly,” Brill told EGR Intel this morning.

“A significant investment such as a stadium naming rights deal demonstrates our commitment to growth and investment in Australia.

“This is why we are about to rename the historic Brookvale Oval to Lottoland.  The deal will also include back of shirt sponsorship, signage and changing the road signs in the Manly area to direct traffic to Lottoland.

“When we sign the deal tomorrow I look forward to witnessing the first NRL game live at Lottoland,” he added.

Cash-strapped Manly have won the NRL championship eight times, most recently in 2011, and will use the financial injection to renovate the stadium and, in the words of the club’s CFO Neil Bare, “save rugby league on the northern beaches”.

However, the move has been criticised by some council members and a former Manly mayor, who have voiced their concern at the club promoting a betting product.

Lottoland launched in Australia in January 2016 and has enjoyed rapid growth in the market, amassing a customer base of more than 400,000 and selling bets worth more than $1m per week.

Brill also spoke to EGR Intel last week to discuss the firm’s first year in operation Down Under.