Daily Mirror partners Racing Post for affiliate site
UK newspaper enters sports betting fray with Racing Post but distances itself from talk of sportsbook launch
UK newspaper the Daily Mirror has launched a new horse-racing focused affiliate website in conjunction with the Racing Post, sparking speculation it could soon follow rival title the Sun into the sportsbook market.
Mirrorfeebets.com launched earlier this week ahead of tomorrow’s Grand National and offers readers racing tips and results, in addition to promoting the raft of free bet offers available from its bookmaking partners such as bet365, William Hill and Ladbrokes.
According to Fergus McKenna, Trinity Mirror head of syndication and licensing, the decision to launch the affiliate site with the Racing Post is “only the first step along the road to jointly delivering something much bigger and richer”.
However, speaking to eGaming Review, McKenna ruled out the prospect of a sportsbook launch, an avenue exploited by fellow UK newspapers the Sun and the Guardian.
“Clearly we have no plans to become a bookmaker ourselves,” McKenna said. “Instead as a company with a leading position in sport publishing we’re always looking for new ways to generate value for our audience and our commercial partners.
“Mirror Free Bets is, we feel, an excellent example of just that and our plans for future developments will focus on how we can use our superb content, data and other services to promote the products of our partners and provide best in class services for our audience.”
McKenna said plans were underway to improve the product in the coming weeks with a new release pencilled in for early June, prior to the Royal Ascot meeting and potentially ahead of the Epsom Derby at the start of the month.
“Racing is hugely popular with our audience and of course is incredibly important to all of our bookmaker partners,” he added. “So naturally we have ambitions to develop more on the racing front online and via mobile as our audience in this space continues to grow.”
Late last year the Mirror reported online traffic had increased by 70% year-on-year in the 17 weeks ended 27 October.
“We are delighted to be working with the Mirror group in this new technology partnership that combines Mirror’s editorial and audience with the best technologies and editorial content from Racing Post,” Kevan Moretti, Racing Post head of international business,” commented.