SBC News Voice of the Sports Betting Industry
Sky Bet has enhanced its social responsibility profile via a partnership with York Racecourse, centred on financially supporting charities across Yorkshire.
The Flutter Entertainment betting brand will donate £20,000 generated from bets placed at the Sky Bet Ebor Festival to one of 22 Yorkshire-based charities, foundations and community groups.
A shortlist of organisations has been written up as contenders for the Festival Community Sweepstake. Each charity will be partnered with a runner in the main race of the festival, the Sky Bet Ebor, on 26 August, with the entrants’ horses revealed in a live TV draw on 24 August.
Michael Shinners, Racing Odds Manager at Sky Betting & Gaming, said: “Last year was an incredible success, and it’s great to be working with York Racecourse again this year on the Sky Bet Ebor Festival Community Sweepstake.
“Not only does the competition allow us to donate money towards local and worthwhile causes, but also provide them with a platform to showcase the amazing work that they do.
“Working with communities to do more sits at the heart of Flutter’s ‘Positive Impact Plan’, so we’re proud to be driving positive change in our local area in a way that is both engaging and fun.”
Additionally, the second and third placed charities in the race will receive a £5,000 and £2,000 donation, with the remaining 19 shortlisted entrants gaining a £1,000 donation.
All groups on the shortlist will also receive two tickets to the opening day of the 2024 Ebor race weekend, either to be used as a raffle prize or a gift to members or volunteers.
Leeds-headquartered Sky Bet is a long-term collaborator of York Racecourse, securing an extension of their partnership to 2028 last year which saw the addition of the brand’s sponsorship of the Ebor Festival.
James Brennan, Head of Marketing and Sponsorship at York Racecourse, commented: “The Sky Bet Ebor Festival is always a highlight in our racing calendar, not only given that the Sky Bet Ebor feature race remains Britain’s richest flat handicap, but also given that it allows us to connect with and shine a light on incredible causes across Yorkshire.
“We look forward to reading about all the incredible work that is going on across the county and then welcoming those from the shortlist to the racecourse to enjoy their day alongside over 25,000 racegoers, as they all cheer on their respective horses.”
Charitable initiatives continue as a theme of Sky Bet’s sponsorship of the York Ebor Festival since the arrangement’s inception last year, which saw The Sporting Memories Foundation win the £20,000 prize.
The application window for the shortlist has been open since 28 July, with interested entrants required to fill out an online form providing background on their work and the project the donations would be directed towards, as well as nominating a spokesperson.
Susie Brindley, Partnerships Director (Charities) at Sporting Memories, remarked: “The Sky Bet Ebor Festival Community Sweepstake provided Sporting Memories with an incredible opportunity to raise awareness of our work across Yorkshire through being part of the Ebor race, which in return made for an extraordinary moment in our history.
“Being paired with Trawlerman, ridden by the legendary Frankie Dettori, completed a memorable few days for us and the funding we secured thanks to the duo’s race win has meant we have been able to support and enhance our activity with our clubs all across Yorkshire, so that we can provide greater support to our members with their physical and mental well-being.
“We would strongly encourage local charities to apply for the Sky Bet Ebor Festival Community Sweepstake as it not only provides a unique opportunity to highlight charitable efforts across Yorkshire to a regional and national audience, but you could also win funding to strengthen your work to change people’s lives.”
