And that is because it is Sky's intention for segments where Stafford talks about odds before major games to appear as a seamless part of the overall production.
There was no attempt to signal it as an advertisement, Sky director of communications Kirsty Way told the Otago Daily Times.
''You point out that it looks like part of the broadcast and that is the intention,'' Way said.
''The reason we did that is because a good number of our viewers are interested in the odds for the game. It is just so closely related to the content that they are watching.''
In print media, there is a clear ethical obligation to establish a firm delineation between advertising and editorial content. Sky is not shackled by the same principles.
''The betting odds are of relevance to the audience and that is why we have it there,'' Way said.
It is unclear whether the TAB actually pays for the time slot in which Stafford delivers his slick sales patter.
''As with all other partnerships, we are not going to go into details with what it entails, but we have a good working relationship with them,'' Way said.
Essentially, Sky is promoting gambling at a time when match-fixing and spot-fixing are under the spotlight.
''I don't know that there is an issue with match-fixing and spot-fixing in rugby. But I guess my response to that would be it is not a dominant part of the programme - it is just a piece of information. It is not over the top. It is not a huge promotion.''
However, Way added Sky would avoid following the Australian example, where there is a lot more content promoting gambling.
