The North Queensland Toyota Cowboys have become the first NRL club to partner with Queensland’s licensed wagering operator, UBET, bringing a new dimension of fan engagement and innovative content to the North’s mass of rugby league supporters.

The Cowboys have signed UBET as a major partner on a multi-year deal, which will see the club join other national sporting clubs in the AFL and A-League to affiliate with the premier betting provider as a corporate partner.

North Queensland Cowboys CEO Greg Tonner said the partnership was a positive boost to the city’s economy, and a strong indication of the corporate support the Cowboys have across Australia.

“We’re excited to welcome UBET to the Cowboys family; it’s a new age for the club being the first in the NRL to partner with the wagering business but it is also one which will have positive benefits for our members and fans,” Mr Tonner said.

“This corporate collaboration is yet another example of the valuable investment our partners are keen to make in the North Queensland community.

“With UBET’s growing digital presence throughout Queensland, the partnership also brings exciting new opportunities for fans to interact through innovative content online and at home games, making the sport we love all the more thrilling.”

As the holder of the tote licence in the state, UBET and its predecessor the TAB, have been trusted by Queenslanders with their wagering dollar for more than 50 years.

UBET COO Brendan Parnell said the partnership with the Cowboys would give fans access to member-only offers, while also experiencing the operator’s state-of-the-art retail venues.

“As a Queensland-based business which is passionate about our home state and particularly its sporting teams, this partnership is the perfect fit for UBET,” Mr Parnell said.

“North Queensland is our heartland with more than 100 licensed venues and retail agencies north of Mackay, many of which are in the process of being refurbished as part of our ongoing UBET investment in the region.

“Rugby league is the most popular sporting code in Queensland when it comes to having a bet, so supporting the code and team our customers support makes sense.

“We look forward to working with the Cowboys this season and would like to wish the team all the best for the year ahead.”

The UBET Express Mobile Van will be at the first Cowboys home game at 1300SMILES Stadium against the Raiders on Saturday 4 March.