Australian online sports betting operator Sportsbet has signed on as the new sponsor of broadcaster Seven West Media‘s Australian Football League television coverage.

On Wednesday, the Australian Financial Review reported that Sportsbet, a division of UK betting powerhouse Paddy Power Betfair, had reached a deal with Seven to sponsor the broadcaster’s coverage of the 2017 AFL season.

Sportsbet’s deal, reportedly worth several million dollars, came despite the AFL having an exclusive wagering partnership with CrownBet, the online wagering arm of Aussie casino operator Crown Resorts. That deal gave CrownBet right of first refusal on AFL broadcast rights until 2020 but CrownBet opted out, creating a void that Sportsbet was only too happy to fill.

CrownBet CEO Matthew Tripp told the AFR that the company had gotten good mileage out of its previous AFL adverts on Seven channels but was now focusing its AFL marketing on Foxtel’s Fox Footy channel, which has “the demographics we are more interested in, which is the more hardcore punter.”