Our Sports Betting tribe are those who love sport but also like to indulge in betting on their favourite teams across any sport. They typically love all sports in line with their love of betting. This audience is found in all states and are typically male, found working in CBD office roles or working on-site as tradespeople. They have a higher spend on sports cars and higher end utes. They will typically engage with Nine content to keep up to date on the latest live scores checking in multiple times during the day to check on the latest team announcements. This audience is tech savvy and gathers insights from other people before making a calculative betting decision. They are thrill seekers who value mateship, enjoy the thrill of winning and the emotions of what a sporting code has to offer.