UK dedicated horseracing channel At The Races has announced that it will allow sports betting brands to advertise on its broadcasts service for the first time.
The Sky and Arena Racing co-owned channel makes its advertising announcement, having secured a new partnership with FTSE bookmaker Ladbrokes Coral, which will see its flagship brands appear during commercial advertising breaks.
The channel has previously only hosted betting brands within its programme sponsorship portfolio. At The Races management has further detailed that it has built a new in-house sales team focusing on TV spot airtime allocations.
At The Races Commercial Director, Tony Sweeney said: “We are delighted to be in a position to sell spot advertising to bookmakers and gaming companies. We already work with over 30 brands across TV sponsorship, digital assets and live video streaming services. This adds to the valuable marketing opportunities that we already offer to the bookmaking sector.”
At The Races, broadcasts live racing from the UK and Ireland 363 days a year. The Channel has further boosted its international content broadcasting premium content from US, France, Australia and South Africa.
Ladbrokes Coral Director of Marketing, Alexis Zamboglou said: “This is an excellent opportunity for us to reach a very targeted audience. At The Races is synonymous with horse racing and importantly, with betting. Its coverage not only contains live sporting events that are vital to our sportsbook but is delivered in a manner that revolves around the punter.”