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TAB has launched an initiative to enhance fan engagement by offering exclusive sideline seats at NRL matches.

The TAB Best Seats promotion was developed by creative activations agency, Maake and offers four fans the chance to watch up close from recliner seats on the sideline at the Brisbane Broncos vs Sydney Roosters game at Suncorp Stadium.

They enjoyed stadium food and drinks and one lucky winner performed the coin toss at the start of the match.

The promotion will continue at future Brisbane Broncos games at Suncorp Stadium as well as North Queensland Cowboys matches at Queensland Country Bank Stadium.

Winners are selected through social media promotions targeting the most dedicated fans.

TAB head of sponsorships, events and sport, Kate Waugh said, "Sporting sponsorships for us are more about content and experience-based engagements that enhance fan experience".

She emphasised that the promotion is not about broadcast coverage but about providing fans with unique opportunities.

In light of impending gambling advertising reforms, TAB is shifting its focus from brand recognition to creating exclusive content with partners, players, and clubs.

"With a focus on creating exclusive content that can be shared across our platforms," Waugh explained.

This strategy aims to provide engaging experiences for fans and align with the upcoming regulatory environment.

Waugh acknowledged the competitive nature of the experiential marketing space, noting the creative efforts by rivals like Sportsbet. However, she expressed confidence in TAB's long-standing engagement initiatives in racing.

"The NRL & AFL are an important space for us as we target 18 to 34 year olds. We're early in the season, but we're enjoying the partnership and finding it highly beneficial" she added.

The upcoming Sponsorship News conference titled the Activation Showcase will be held at Marvel Stadium on 22 October. Further details on the sessions and speakers will be announced here in coming weeks.  Or visit the conference website.  

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