On a more conventional level, this rising bookmaker has now made a significant breakthrough into what many operators view as the biggest prize of all – horse racing – with two arrangements that will aid the sport while raising their profile even further.
As part of the set of deals, Betway has signed up to become an authorised betting partner to the British Horse Racing Authority in an agreement that will last for the next three years. No figures are quoted but the announcement states that the bookie will make ‘voluntary payments’ over the course of that period and in return, they will receive some significant benefits.
These benefits include the ability to negotiate sponsorship and marketing rights along with other assorted media rights and privileges. Currently, the operator gives its name to the Betway Queen Mother Champion Chase at the prestigious Cheltenham Festival, the Betway Chester Cup and the Betway Yorkshire Cup amongst others. Following this deal however, we can be sure to expect that roster to increase.
We’re delighted to welcome Betway as an Authorised Betting Partner of British racing
,said Nick Rust, Chief Executive of the BHA. They are one of the fastest growing betting companies within the British market.
We are grateful to them for joining the growing number of leading remote operators who recognise the importance and mutual benefit that a partnership approach between racing and betting can bring to the sport.
Nick Rust’s comments give us a good insight into why this is such a good deal for both parties. Betway have risen a long way in a short period of time and while football is now bigger than horse racing in terms of betting, getting into the ‘Sport of Kings’ is huge for any operator.
Following the announcement regarding their new deal, Betway have already been busy in terms of developing their relationship with the sport. Further news has followed confirming that the sportsbook is to be the principle sponsor of the 2016-17 all weather championships – a long list of events that ultimately comprise one competition, held across a number of the UK’s all weather tracks.
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,
said Betway’s Marketing Director Antony Werkman.
The competition got underway on October 27th 2016 and will run until Good Friday 2017, which falls on April 14th and Finals Day will receive extensive coverage in the UK from both ITV and the dedicated At the Races channel. It’s a big commitment from Betway, and one that suggests they will be getting far more involved with the sport over the course of their main, three year deal with the British Horse Racing Authority.
While we’ve seen many sports sponsorship deals announced in recent weeks, getting involved in football and horse racing remains at the pinnacle for most operators. Betway already have a big say in the former, with that West Ham tie in, but the contracts in the equine world will be a huge boost to the British Horse Racing Authority, while helping to raise the profile of the bookmaker at the same time.