Sun Bets bolsters racing presence with All-Weather Championships deal
UK betting brand adds to Doncaster Racecourse partnership with sponsorship of the Mile division of the 2016-17 championships
Sun Bets has ramped up its brand presence in British horseracing after signing a deal with Arena Racing Company (ARC) to become a new category sponsor for the 2016-17 All-Weather Championships.
The Tabcorp-powered operator will sponsor the Mile division of the championships, adding to the UK betting brand’s first racing sponsorship at Doncaster Racecourse. It will also sponsor the Northern Stayers Series, which starts at Uttoxeter on Friday
“As a new online betting operator we are delighted to be working with ARC and investing in sponsorship within British racing through the All-Weather Championships,” Sun Bets’ head of PR, Tim Reynolds, said.
“They have proved a great success in recent years and we look forward to being part of another exciting season of racing and the £1m Finals Day on Good Friday at Lingfield Park.”
The deal was announced shortly after Betway agreed to sponsor the sprint, middle distance and marathon categories of the 2016-17 championships, marking the operator’s first major sponsorship of all-weather racing.
Betway had previously signed a three-year agreement with British Racing to make a voluntary contribution of 7.5% of racing profits and become an Authorised Betting Partner (ABP).
“We are really excited to welcome Sun Bets as category sponsors of the All-Weather Championships,” ARC group director of partnerships, David Leyden Dunbar, added.
“Sun Bets has a new and exciting brand and we think it is an excellent fit with the All-Weather Championships which are a clear example of what can be achieved in British Racing when we embrace new ideas and fresh thinking.”
The operator has been live since August with former Hills’ man Jamie Hart leading the Sun Bets operation in the UK, having been appointed in June.
In an exclusive interview with EGR, Tabcorp CEO David Attenborough recently said the firm was planning significant investment in making the Sun Bets app more unique through integration of more The Sun editorial content.
Read the full interview here.