Spotlight Sports Group, the umbrella group for Racing Post, MyRacing and FreeSuperTips, has penned a new partnership with bet365, ‘deepening’ its video initiatives through to 2021.
The agreement includes an immediate extension to the duo’s exclusive sponsorship of the firm’s Cheltenham Festival series ‘Upping the Ante’, which garnered 1.7 million views and an average watch percentage of 42% during the 2019/20 series.
In addition, bet365 will also sponsor Racing Post’s ‘What a Shout’ weekly production, a show in which experts from the racing world provide insight and analysis on the biggest races.
Spotlight Sports Group’s Digital Marketing Director, Gethin Evans, stated: “We’re delighted to grow our video content partnership with bet365 to include What A Shout. In only a few weeks, What A Shout has firmly established itself as the must-watch horseracing magazine show, borne out with impressive engagement and retention rates.
“We are really excited about supercharging this, starting with daily shows for the Cheltenham Festival and a feature-length round-table shows previewing the biggest events throughout the rest of the year.”
Meanwhile, a a bet365 spokesperson added: “We are very excited around the planned progression of What A Shout. The partnership should help to deliver some fantastic content in the coming months.”
Bet365 will be prominent in both of the shows as it will be promoted across Spotlight Sports Group’s various social media platforms.
The company’s new digital studios in London and Leeds, along with a dedicated content marketing team comprising production and social media specialists, should further enhance bet365’s brand exposure as it is expected that there will be an increased viewership on the shows.
The news follows Spotlight Sports Group’s rebranding from the Racing Post Group last month, with the rebranding hoped to better reflect the expansion and enlargement of its services.