BetUK completes hurdle of ‘first major racing sponsorship’ with ARC

BetUK has announced that it will be supporting marathon, middle distance, and sprint horse races in a partnership with Arena Racing Company (ARC).

Arena Racing Company (ARC) – the operator of four of the six all-weather horse racing courses in the UK – has given the LeoVegas Group-owned operator advertising space across 600 of its races, in addition to various naming rights.

Ahead of the tenth season of the All-Weather Championships, the sponsorship includes the races staged during winter meetings at Southwell, Wolverhampton, Lingfield Park, and Newcastle.

“BetUK, Britain’s fastest-growing betting brand, is proud to sponsor The All-Weather Championships in their tenth season,” noted Chris Welch, Chief Commercial Officer at LeoVegas Group. “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.”

BetUK banners and adverts will be ‘displayed prominently’ around the four racecourses, as the firm aims to reach an audience of both attendees and television viewers on ITV and Sky Racing. 

Racecards will also feature the brand’s logo and, in addition, the firm has also landed exclusive naming rights to all of the races across the series in a sponsorship deal that runs for an initial three-year period.

Director of Commercial Strategy & Partnerships at ARC, David Leyden Dunbar, said: “As the All-Weather Championships enter their tenth season, they are now a firmly established part of the British Horse Racing calendar.

“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.”