Racing League partners with News UK in ‘unprecedented investment’

The Racing League has unveiled a range of media and sponsorship partners, notably announcing a multi-million pound agreement with News UK.

As part of the deal between the newly launched horse racing competition and the media conglomerate, News UK will publish and broadcast horse racing content across The Sun, The Times, The Sunday Times and TalkSPORT..

The Times will publish six weekly columns and feature a comprehensive Racing League preview, profiling jockeys such as Hollie Doyle and Frankie Dettori as well as trainers including John Gosden and Andrew Balding, ahead of the debut event on 29 July.

Meanwhile, the Sun will publish informative pull-outs containing interviews, stats, guides and tips ahead of each of the six races, taking place at Newcastle, Doncaster, Lingfield Park and Royal Windsor on Thursday evenings.

Lastly, all 36 Racing League fixtures will be aired live on talkSPORT and talkSPORT2, anchored by the station’s presenting team, whilst an outside broadcast will be hosted live from the opening event onwards.

“This investment in media is unprecedented in our sport, and will help fulfil our aim to take racing mainstream this summer,” said Oli Harris, Chief Marketing Officer of the Racing League.

“We want millions of people to share in the fun and excitement of Racing League and follow the drama of the competition over a two-month period. In terms of media prestige, our aim is to position horse racing alongside football, rugby and cricket, where it once was, and Racing League’s partnership with News UK will help us achieve that goal.”

In addition, The Sun fantasy game Dream Team will also partner with the League, allowing horse racing fans to pick and manage their ideal facing team with the chance to win £10,000.

News UK Broadcasting CEO, Scott Taunton, added: “Racing League is a fantastic concept and one that our world-class brands will bring to life across print, digital and audio. 

“The Sun, The Times, The Sunday Times and talkSPORT have form when it comes to inspiring audiences around big sporting events and they will be there to bring all the excitement of Racing League to a large and diverse group of fans.”

Furthermore, the League has announced a range of newly signed principal partners in the form of ‘dynamic brands’ such as talkSPORT, LADbible Group’s ODDSbible online betting community, social investment platform eToro, and social marketing media firm The Goat Agency.

“Partnering with talkSPORT, ODDSbible, eToro, and The Goat Agency epitomises what Racing League is all about,” remarked Jeremy Wray, CEO of Racing League.

“These partnerships demonstrate our bold intent to forge long-term relationships with the next generation of horse racing sponsors, which in turn will help Racing League engage with a new type of racing fan. 

“They are brands, who are positively disrupting their respective industries, which is what Racing League is aiming to accomplish with horse racing. We’re thrilled to have them on board, and look forward to working closely with them and connecting with their audiences.”

Each company will sponsor a different participating team, with talkSPORT pairing with the New market trainers and jockeys, ODDSbible partnering with Wiltshire, eToro linking with Yorkshire and the Goat Agency with ‘the younger Newmarket trainers’.

Josh Akers, Business Director & Head of ODDSbible – which has been chosen to target the 18-24 year-old demographic – commented: “We’re delighted to have Team ODDSbible participating in Racing League. ODDSbible has a global reach of 6.1million people, and as part of LADbible Group, reaches more Gen Z on social than any of its competitors. 

“We’re looking forward to showcasing Racing League and the great stories that will come from it, in an innovative, entertaining and engaging way that the social generation will love.”

Competing for a total prize pot of over £2m, the Racing League’s 12 teams will each consist of between two and four trainers, three jockeys, stable staff and a squad of 30 horses.

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