Including naming rights

BetUK strikes new exclusive horse racing sponsorship deal with Arena Race Company

Race at Newcastle Racecourse, one of the courses included within the deal.
Reading time 2:09 min

Online sportsbook BetUK has announced an exclusive sponsorship deal with Arena Racing Company (ARC), the owners and operators of four of the six all-weather horse racing courses in the UK. The sponsorship sees the brand, part of LeoVegas Group, occupy advertising space across 600 races, in addition to naming rights.

Ahead of the tenth season of the All-Weather Championships, BetUK has secured multi-year sponsorship rights to Marathon, Middle Distance, and Sprint races staged during winter meetings at the four ARC-owned racetracks of Southwell, Wolverhampton, Lingfield Park, and Newcastle. The sponsorship deal is for an initial three-year period.

ARC operates 16 racecourses in total across Great Britain, accounting for roughly two-fifths of overall British Racing fixtures. They were a pioneer in the creation of the All-Weather Championships in 2013, established in an effort to promote all-weather racing and encourage owners and trainers to maintain the condition of their horses during the winter months, described BetUK.

As part of the agreement, BetUK banners and adverts will be displayed prominently around these four racecourses, which will reach an audience of both attendees and television viewers, with racecards featuring the brand’s logo, alongside ITV and Sky Racing each broadcasting selected races. BetUK also receives exclusive naming rights to all of the races across the series.

Chris Welch, Chief Commercial Officer at LeoVegas Group, said: “BetUK, Britain's fastest-growing betting brand, is proud to sponsor The All-Weather Championships in their tenth season. We are thrilled to sponsor 600 races over the next 3 years."

LeoVegas' Chris Welch

"As this is our first major Racing sponsorship, it was important to find the right partner and the right quality races that match our vision and ambition for the BetUK brand. Racing punters are already enjoying over 40,000 live-streamed races from around the world on our site and we are sure this high-profile sponsorship will further cement BetUK as a punters' favourite," he added.

Director of Commercial Strategy & Partnerships at ARC, David Leyden Dunbar, commented: “As the All-Weather Championships enter their tenth season, they are now a firmly established part of the British Horse Racing calendar. I’m delighted to welcome our new partner, BetUK, to the Championships and thank them for their support of the Sprint, Middle Distance and Marathon categories."

"The Championships continue to provide a compelling racing narrative with plenty of exciting action ahead over the winter period taking us through to the crowning of our new Champions on Good Friday with £1 million in prize money on offer," he noted.

The first meeting gets underway at Newcastle Racecourse during the afternoon of October 18th, with BetUK offering exclusive promotions to players ahead of the opening fixture.

BetUK parent LeoVegas has been striking new deals with other leagues and clubs in other sports as of late, including English Premier League football club Manchester City. Under this deal, LeoVegas is to serve as the team’s official betting partner in Europe and Canada. It is also now the regional betting partner of Italian Serie A Club FC Internazionale Milano for the 2022/2023 season, in Europe and the Americas. 

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