Australian online sports betting operator Sportsbet has renewed and upgraded its relationship with the National Rugby League (NRL).

On Friday, the NRL announced it had re-upped with Sportsbet on a new pact that will see the Northern Territory-licensed bookie serve as the NRL’s official wagering partner until 2020. The deal is valued at “more than $60m” (US $44m) which the NRL says will “enable funds to be put back into the game at all levels.”

The deal provides Sportsbet, the down under division of the newly merged Paddy Power Betfair behemoth, with first crack at advertising during NRL events on official TV broadcasters Nine Network and Fox Sports, as well as with radio networks. Sportsbet will also work with the NRL to accelerate the league’s digital offering, opening up new opportunities for data analytics, insights and direct marketing.

Andrew Abdo, the NRL’s head of commercial, said the deal came with some conditions, including controls to restrict wagering promotion, particularly with an eye towards protecting underage sports fans. Sportsbet will also “fund and implement a market leading responsible gambling program.”