News Corp Australia’s SuperCoach has secured Tabcorp as a supporting partner for its 2026 season, locking in wagering integration across a platform that now reaches almost 450,000 unique registered players.
The deal cements SuperCoach’s status as one of the company’s most commercially potent sports assets, as fantasy sport continues to deepen fan engagement beyond traditional match-day consumption.
Growing engagement
SuperCoach’s audience growth is accelerating. The platform is up 47 per cent year-on-year, with average minutes per person up 56 per cent.
Critically for advertisers, SuperCoach audiences spend twice as long on the platform compared to competitors.
News Australia’s Head of Fantasy Sports, Paul Zines, said: “SuperCoach is powered by one of the most passionate sports communities in the country. Our players aren’t casual observers – they’re deeply invested, highly knowledgeable and engaged every single day of the season.
“We place enormous importance on partnering with brands that genuinely understand the community. Tabcorp recognises the depth of engagement within SuperCoach and shares our commitment to enhancing the fan experience and contributing positively to the culture that makes SuperCoach special.”
News Australia’s Head of Fantasy Sports, Paul Zines. Source: NCA
A multi-code play across AFL, NRL and global sport
Tabcorp will integrate across AFL, NRL, EPL, NBA, NFL and BBL, with enhanced odds integration and exclusive weekly vodcast content featuring expert tips.
It’s a multi-code footprint that mirrors SuperCoach’s expanding international ambitions. After last year’s expansion into NFL, NBA and EPL, the platform plans further domestic and international game launches in 2026.
SuperCoach Finals, introduced last year for the NRL and AFL final series, will also return — extending engagement deeper into the season.
Tabcorp Chief Wagering Officer Michael Fitzsimons said:
“We’re delighted to be part of SuperCoach. Whether you are in a corridor at work or sitting in your local pub or club, SuperCoach dominates footy conversations across the country, and we are looking forward to bringing our unique set of omnichannel assets to grow and promote the product.”
For News Corp Australia, the Tabcorp deal underscores how owned communities – particularly those built around data, habit and competitive play – are becoming premium inventory in a fragmented market.