Betfair clinches Channel 4 Racing ads package
Exchange provider pips a number of operators to the post to advertise throughout Channel 4's 2014 coverage
Betfair has secured a number of key advertising slots during Channel 4’s horse racing coverage for 2014, beating other operators such as bet365 in a blind auction.
A Betfair spokesperson would not comment on the financial aspects of the deal, however The Racing Post estimates all nine advertising packages, of which Betfair has three, to be worth around £9m, more than the estimated £6-7m paid for the expiring deals.
A split screen 30-second ad, also known as “in-vision”, and a 30-second advert during the broadcaster’s The Morning Line programme will air from 1 January 2014. An additional 60-second live-odds ad will air between April and December 2014.
Betfair will create a raft of new advertisements to occupy the slots, with London-based creative agency WCRS set to produce them having been selected to control the operator’s create and digital accounts earlier this year.
The ad investment comes two months after Betfair launched a fresh advertising campaign in the UK to coincide with the new Premier League football season, promoting its new Cash Out product.
Channel 4 Racing will broadcast 90 days of live horse racing throughout 2014, including coverage of all major festivals such as Cheltenham, Royal Ascot and the Grand National.