TAB NZ makes commitment to boost the odds of women’s sport via Yarn

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AUCKLAND, Thursday: TAB NZ chief marketing officer Jodi Williams said: “Wednesday marked much more than a celebration of International Women’s Day for TAB NZ, but an ongoing commitment to help boost fan engagement in women’s sport.

“The initiative developed by creative indie agency Yarn will see betting odds boosted for women’s sports events, making it more financially rewarding for fans to get involved and become bigger supporters.

“Women’s sports are starting to gain the attention they deserve. With the Women’s Rugby World Cup and the FIFA Women’s World Cup driving bigger audiences, this has been reflected in women’s sport turnover up 25% on the previous 12 months with TAB NZ.

“Today, we are making a commitment to support women’s sport and help drive more engagement and ultimately more revenue.”

“Women’s sports are starting to gain the attention they deserve, reflected in turnover up 25% with TAB NZ.”

The campaign launching the initiative is fronted by a rising football star from West Auckland’s Bay Olympic Football Club, Molly Flynn, who announces TAB’s support of female athletes, now and in the future, while showing off her skills.

Matt Sellars & Rich Robson, Yarn co-executive creative directors, said: “When TAB came to us with this brief, we saw an opportunity for them to make a real impact.

“Their support of the idea right from the outset proves how committed they are to supporting our nation’s female athletes and help reduce the disparity between men’s and women’s sport.”

Women’s sport betting odds through TAB NZ have already increased by up to $2 more than their original value for the Super Rugby Aupiki, ANZ Premiership and the Women’s Indian Premier League, with many more to follow.

  • Launch video below


Client: TAB
CMO: Jodi Williams
Senior Lead Brand Engagement: Joan Zhang
Senior Brand Engagement Manager: Karl Tily
Creative Agency: Yarn
CEO: Heath Davy
Executive Creative Directors: Rich Robson & Matt Sellars
Junior Creatives: Bayleigh Way & Alyssa Yeoman
Designer: Caroline Wilkie
Production Company: Reel Factory
Director: Vince McMillan
Sound: Radiate

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