Australian-based sports betting PointsBet has received a major infusion of capital to help them gain market share in the competitive Australian sports betting market. The investment comes with the kind assistance of SIG Sports Investments Corp.—A division of a global volume trading firm Susquehanna International Group– in a deal that gives PointsBet both the capital and the technology it needs to succeed against an increasingly complex customer base.
In exchange for refusing a 12.8% stake in SIG Sports, PointsBet received 94.16 million Australian dollars ($ 65.5 million) for funding from a company that specializes in entrepreneurship and finance in the international sports business. The deal will result in the issuance of Australia-based PointsBet (PBH.AX) 38.75 million new shares of SIG Sports at a price of 2.43 Australian dollars ($ 1.69) per share, which is a 15% premium over the five-day weighted average price until June 17 New shares are expected to be quoted on or around June 23 on Australian Stock Exchange.
SIG Sports has four separate divisions that include everything from agent representation, consulting and project management. The private company also has a division for an investment group, focused specifically on investments in professional clubs, management and agencies, as well as projects related to specialties that include sports betting. In essence, PointsBet receives more than just capital, but a strategic partner who can provide active advice to the company.
In addition to the main title, the company also announced that its wholly owned subsidiary, PointsBet Europe Holdings (PEH) has entered into a study agreement with Nellie Analytics, a member of SIG. The agreement requires Nellie Analytics to provide exclusive sports analytics services to PEH for a period of nine months free of charge.
Nellie Analytics is based in Palo Alto, California and specializes in intellectual property, trademark, branding, market research and analysis, expert testimony, media and publications. It also includes Studio11B and Jet Avery Productions.
SIG’s foreign investment could be a broader strategy for PointsBet to encourage significant entry into the lucrative sports betting market in the United States. According to GoBankingRates, LegalSportsBetting.com estimated last year that $ 165 billion was legally pledged in the United States.
PointsBet is an Australia-based online bookmaker offering traditional markets with fixed odds in sports and competitions. The sports publishing house aims to offer more markets national basketball association, Australian Football League and National Rugby League than any other bookmaker in the world. With up to 1,000 markets in each AFL game, including options for first bets on both fixed odds and spreads, PointsBet is popular in the domestic market.
In 2020, PointsBet and NBCUniversal has announced a multi – year partnership that makes PointsBet the official partner for NBC Sports’ sports betting. As part of the agreement, the iconic NBC Sports platform will provide PointsBet with year-round multi-platform media and marketing opportunities in its unparalleled portfolio of events. It also allowed the company to access market-leading linear assets of 184 million viewers and digital assets of 60 million active users per month.