Paddy Power, the Irish-born bookmaker has announced they are to become headline sponsors for ITV Racing as of 1st January 2021.The new sponsorship deal will further enhance the exposure of the Irish bookmaker brand through broadcasting, digital, social media, and podcasts.
Exclusive Broadcasting Rights To British Horseracing
ITV has exclusive live broadcasting rights to all British horseracing including the famous Grand National race at Aintree, Cheltenham Festival, and Epsom Derby. Although 2020 was a difficult year for the horseracing industry they saw a positive 22% rise in viewing figures.Marketing director for Paddy Power said, “ITV Racing has been brilliant for the sport for the last four years and we viewed it as a natural synergy to become headline sponsor for the BAFTA Award-winning show.“We are looking forward to working with the immensely-talented ITV team for at least the next two years and it’s great to be an integral part of the presentation that produces brilliant quality sporting coverage for our customers week in week out.”
Exposure For All Flutter Brands
The new deal came about through MediaCom and includes all Flutter brands receiving exposure across the racing app. ITV retained its exclusive rights to stream live British horseracing in August 2020 after all sporting fixtures were closed down due to Covid-19. They also secured a deal to stream live coverage of the Irish horseracing at Thurles, as well as 5 extra races.Mark Trinder Director of sales and partnerships for ITV said, “ITV Racing has become the bedrock of our ITV Sports programming calendar. The weekly output and excellent expert presentation has taken racing to new levels in terms of profile and audiences.“I welcome Flutter Entertainment to the fold as our new broadcast sponsor. It’s great to be working alongside the team there on what I’m sure will be another vintage year at the races.”