William Hill partners with Mirror for racing site

UK newspaper publisher Trinity Mirror has launched a new betting-focused racing website via an exclusive partnership with William Hill.

Mirrorracing.com, which was unveiled this morning, displays the William Hill price for each runner on the site’s race card listings and, when clicked, directs customers through to a William Hill bet slip.

A William Hill banner detailing a new account offer is also prominently displayed on a site which has been optimised for mobile and tablet.

Along with betting via race cards, the product also offers a results service, displays market movers and also contains a news feed listing the Mirror’s horse racing-related news items and tips.

Today’s launch marks the third betting-related product released by Trinity Mirror this year following the launch of affiliate service Mirror Free Bets and also Mirror Football, the latter in conjunction with Paddy Power.

And according to Fergus McKenna, Trinity Mirror head of syndication and licensing, the push comes after the company identified a large cross section of its audience was already familiar with betting products.

“Gaming and betting has always been of interest to us because it matters to our audience and to a section of our key commercial partners, so it is in everyone’s interests that we continue to develop and deliver fantastic products and services to meet that need,” McKenna told eGaming Review.

“William Hill are a long established partner of ours and obviously a very well-known brand amongst our audience so we were delighted to be able to work with them all the way from concept through to delivery,” he added.

Meanwhile, Mirror rival The Sun is also plotting a move into the betting space with the stated intention to launch a white-labelled sportsbook product. However, plans for ‘Sun Bets’ were dealt a blow earlier this month after BetVictor pulled out of a potential deal between the pair.