SBC News Voice of the Sports Betting Industry
UK bookmaker Betfred announces a ‘sponsorship first’, for its marketing portfolio confirming that it has become the title sponsor of the ‘British Masters’ golf tournament (9-12 May – Hillside Golf Club – Southport Merseyside).
Betfred marketing confirms that it has secured a 2-year agreement with the PGA European Tour, becoming title sponsor to one of its lead tournaments for its flagship Race-to-Dubai series.
Adding an extra layer of excitement to Betfred’s sponsorship, Ryder Cup star Tommy Fleetwood a native of Southport will act as this year’s tournament host.
At the British Masters, the tournament host plays a vital role, as following a seven-year hiatus from the European Tour, the tournament was revived by PGA stars’ Luke Donald (2016), Lee Westwood (2017) and Justin Rose (2018) acting as hosts re-establishing the tournament’s profile.
Keith Pelley, Chief Executive of the European Tour, said: “We are delighted to announce Betfred as the new title sponsor for the British Masters and we look forward to working together to capitalise on the success of the tournament since it came back on to our schedule.
“We have another terrific host this year in Tommy Fleetwood, whose own popularity continues to grow, and another fantastic venue in Hillside, so to announce Betfred as title sponsor is another major boost for the tournament”.
Fred Done founder of Betfred has personally backed the golf sponsorship, detailing its strategic importance for the bookmaker. In 2018, Done outlined that Betfred would rethink its sports sponsorship portfolio, moving its brand away from traditional partnerships such as racing.
“I’ve been looking at golf sponsorship for some time so when the British Masters, with Tommy Fleetwood hosting in the North West, was put to me it seemed the perfect opportunity to get involved. I am absolutely delighted to see the Betfred brand alongside such a high profile event in the sport of golf.”
Backing Betfred as title sponsor of the British Masters, tournament host Tom Fleetwood said: “It’s great to have Betfred on board, making it the Betfred British Masters. For me, as host, one of my key messages was to push the North West, and they are a North West based company, so it fits perfectly.
“On top of that, they have been involved in some great sporting events. So it’s come together nicely and we are very happy to have Betfred on board as title sponsor.”
