New Zealand's home of betting
TAB (tab.co.nz) scores 76 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among Sports & Fitness brands, Media & Entertainment brands, Other brands, in the 50th percentile of 9198 Sports & Fitness brands.
TAB (tab.co.nz) is New Zealand's licensed and regulated platform for sports and racing betting. It provides wagering services on horse racing and various sports, aiming to give New Zealanders a trusted and regulated option for betting while supporting the racing industry. The platform positions itself as the country's official betting operator, combining local expertise with a broad range of betting products tailored to New Zealand bettors.
| Brand Name | TAB |
|---|---|
| Domain | tab.co.nz |
| Industry | Sports & Fitness, Media & Entertainment |
| Main Competitors | Bet365 (83/100), Sportsbet (66/100), Ladbrokes (65/100), Betway (81/100), William Hill (84/100) |
Moz Domain Authority 40/100 vs category average 43 / leader 94 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Ranked #53,985 on the Tranco list of most-visited sites - strong traffic reinforces the brand's prominence to AI models.
TAB appears on Wikipedia but without a dedicated company entity, so AI models can confuse it with similarly named subjects.
The homepage meta description reads "To provide a trusted platform for sports and racing betting while supporting the racing industry." (No meta description) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: No structured data or Open Graph tags detected. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: No robots.txt found (default: all bots allowed, but explicit file preferred) - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare.
Social footprint: verified profiles on X (Twitter), LinkedIn, Facebook, Instagram, YouTube, GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is TAB?", Claude could identify the brand as of October 2026. TAB is New Zealand's official totalisator and sports betting agency, run by the Racing Industry Transition Agency, offering betting on horse racing, greyhound racing, and sports events both online and through retail outlets. Best known for Being New Zealand's main legal betting agency for racing and sports wagering.
When asked "Best brands similar to TAB?", Claude would recommend TAB as of October 2026. It's the dominant and essentially default betting platform in New Zealand, so it's a natural mention for anyone asking about sports betting brands there.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
TAB's main competitors in Sports & Fitness: Bet365 (83/100), Sportsbet (66/100), Ladbrokes (65/100), Betway (81/100), William Hill (84/100).
Sources: Brand Analyzer scan
TAB has limited AI-search visibility, scoring 34/100 on Brand Analyzer's AI visibility composite (visibility 45, trust 22, recommendation 27). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: TAB official site
TAB scores 27/100 on Brand Analyzer's AI recommendation signal, indicating it is less likely to be surfaced when AI assistants like ChatGPT suggest Sports & Fitness options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: TAB official site
TAB is New Zealand's licensed and regulated platform for sports and horse racing betting, operating as the country's official wagering operator.
Sources: TAB official site
TAB provides a platform for placing bets on sports events and horse racing, offering a range of wagering options to New Zealand customers while supporting the racing industry financially.
Sources: TAB official site
TAB can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: TAB official site
TAB offers sports betting and horse racing wagering services through its licensed platform, including a variety of betting options for sports and racing events in New Zealand.
Sources: TAB official site
TAB is known for being New Zealand's official and trusted betting operator for sports and racing wagering.
Sources: TAB official site
TAB is used by adults in New Zealand who are interested in sports betting and horse racing wagering.
Sources: TAB official site
TAB scores 34/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
TAB has a weak AI-visibility profile at 34/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (45/100) and its weakest is trust (22/100). It benefits from a Wikidata knowledge-graph entry, a global traffic rank of #53,985 (Tranco) and a Moz Domain Authority of 40/100. The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data, thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify TAB from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to TAB: Sylvan Dale Ranch (76/100), Swingers UK (76/100), Tabletennis11 (TT11) (76/100), Tackle Warehouse (76/100).
A step up - brands to learn from: Zhou Nutrition (81/100), Zebco (81/100).
Category leader: Complex (97/100).
Brand Analyzer is built by DataEase AI. Track your brand in ChatGPT, Gemini and Perplexity.