Betway strikes All-Weather Championships sponsorship
New ABP partner signs multi-year deal to back sprint, middle distance and marathon categories of 2016 -17 season
Authorised Betting Partner (ABP) Betway has struck a multi-year deal with Arena Racing Company (ARC) to become a sponsor of the All-Weather Championships.
The operator, which signed up as an ABP earlier this week, will sponsor the sprint, middle distance and marathon categories of the 2016-17 championships.
Broadcast live on ITV4 and At The Races, the event runs from 27 October through to the £1m Finals Day at Lingfield Park on Good Friday.
The middle distance championship race on Good Friday, worth £200,000, will be renamed the Betway Easter Classic.
It marks the bookmaker’s first major sponsorship on all-weather racing, having previously been strongly associated with flat racing as sponsors of the Betway Lincoln, Betway Chester Cup and Betway Yorkshire Cup.
“The All-Weather Championships have been a huge success since they were introduced four years ago and we’re thrilled to become a sponsor of three key categories,” Betway’s marketing director, Anthony Werkman, said.
“Having recently signed a deal to become an Authorised Betting Partner, we have shown our full commitment to British racing.
“We’re very excited about this partnership with ARC and the sprint, middle distance and marathon categories give us the perfect variety of races to sit alongside our existing flat sponsorships, including the Betway Lincoln, Betway Chester Cup and Betway Yorkshire Cup.”
ARC Group director of sponsorship, David Leyden Dunbar, added: “We have already had a successful partnership with the company through their sponsorship of the Betway Lincoln and it is exciting to have the chance to extend this to the All-Weather Championships.
“As Authorised Betting Partners they understand symbiotic nature of the racing and the betting industries and we are determined to continue to show the value of racing to their business through pioneering sponsorship opportunities, such as the All-Weather Championships.”
The deal sees the the firm join fellow ABP 32Red in sponsoring the Championships.
As an ABP, Betway will make a voluntary contribution of 7.5% of racing profits in exchange for a number of promotional benefits and commercial arrangements with British racecourses.