SBC News Voice of the Sports Betting Industry
LeoVegas AB’s BetUK sportsbook brand has become the principal sponsor of All Weather Championships races, hosted at Arena Racing Company (ARC) racetrack venues.
The partnership, announced ahead of the tenth season of the All-Weather Championships, will see the BetUK brand promoted across 600 races at ARC racetracks.
LeoVegas notified: “BetUK has secured the sponsorship rights to Marathon, Middle Distance, and Sprint races staged during winter meetings at the four ARC-owned racetracks of Southwell, Wolverhampton, Lingfield Park, and Newcastle. The sponsorship deal is for an initial three-year period.”
As a result, BetUK will secure the highest brand presence and coverage during the UK racing autumn season, with All-Weather Championships fixtures broadcast on ITV and Sky Racing channels.
BetUK has further been granted exclusive naming rights to all of the races across the series.
Undertaking BetUK’s biggest sponsorship commitment for UK racing, Chris Welch, Chief Commercial Officer at LeoVegas Group, said: “BetUK, Britain’s fastest-growing betting brand, is proud to sponsor The All-Weather Championships in their tenth season. We are thrilled to sponsor 600 races over the next three years.
“As this is our first major Racing sponsorship, it was important to find the right partner and the right quality races that match our vision and ambition for the BetUK brand. Racing punters are already enjoying over 40,000 live-streamed races from around the world on our site and we are sure this high-profile sponsorship will further cement BetUK as a punters’ favourite.”
ARC operates 16 racecourses in total across Great Britain, accounting for roughly two-fifths of overall British Racing fixtures and has helped pioneer the creation of the All-Weather Championships in 2013.
ARC, Commercial Director David Leyden Dunbar commented: “ I’m delighted to welcome our new partner, BetUK, to the Championships and thank them for their support of the Sprint, Middle Distance and Marathon categories.
“The Championships continue to provide a compelling racing narrative with plenty of exciting action ahead over the winter period taking us through to the crowning of our new Champions on Good Friday with £1m in prize money on offer.”
