Published on: June 4, 2026
Tabcorp has appointed Dentsu as its new media planning and buying agency following a closed review process, bringing an end to its longstanding partnership with OMD.
As one of Australia’s leading wagering and entertainment companies, Tabcorp operates a diverse portfolio of brands and services, including TAB, Sky Racing, and MAX. The company also holds domestic and international broadcasting rights for major racing events such as the Melbourne Cup Carnival and maintains partnerships with prominent sporting organisations, including the Australian Turf Club, Victoria Racing Club, NBA, and NFL.
The appointment marks a significant step in Tabcorp’s ongoing efforts to strengthen its media strategy and enhance customer engagement in an increasingly dynamic advertising and wagering landscape.
Commenting on the partnership, Tabcorp General Manager of Marketing Kent Madders said: “Dentsu has a long history of working with and helping some of Australia’s biggest brands grow across a broad range of industries, including gaming, and we’re really excited by what we can build together.
“Through the pitch process, we were impressed with the strategic approach Dentsu presented to not only navigating the changing advertising landscape within wagering over the coming months and years, but also to enhance Tabcorp’s brand positioning in the market.
“We were also particularly excited by Dentsu’s technology and automation capabilities, as we look to further optimise our media strategy to deliver more personalised communications and experiences for our customers.
“OMD’s contribution to Tabcorp over a long period of time cannot be understated. They have been by our side through many great sport and racing moments and helped us adapt and grow through the ever changing wagering media landscape. We thank them for their support, professionalism and expertise.”
Dentsu will now oversee Tabcorp’s media planning and buying activities, leveraging its strategic, technological, and automation capabilities to support the company’s growth ambitions.
Chris Ernst, Chief Practice Officer Media at Dentsu, welcomed the partnership, saying: “We’re delighted to partner with Tabcorp on its next chapter of growth. The strong alignment between our teams was clear from the outset, as was the potential to bring our strategic capabilities to life together at scale. We cannot wait to get started.”
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