SBC News Voice of the Sports Betting Industry
Novibet has strengthened its visibility within Ireland’s horse racing scene by securing a series of sponsorships of races at the Fairyhouse track.
The international operator, headquartered in Malta, will sponsor the full card at Fairyhouse on 7 October, encompassing the naming rights to all seven races occurring on that day.
Karl Riley, Novibet’s Ireland Country Manager, said: “Stepping into the new Jumps season with sponsorship at one of Ireland’s premier tracks is really exciting. Fairyhouse is a great place to have a presence and we’re very much looking forward to the action getting underway next Monday.”
Irish marketing has become a new area of focus for Novibet this year, with the company enhancing its brand presence in the country in May via a sponsorship of the Irish Guineas Festival.
Meanwhile, on the other side of the Irish Sea the company has also highlighted UK horse racing as an area of focus, most notably partnering with Brian Hughes, who writes a regular column for the operator.
Peter Roe, General Manager at Fairyhouse Racecourse, added: “We are delighted to welcome Novibet on board as sponsor of our first Jumps fixture of the season.
“This is a new fixture for us, so it is great to have a new sponsor on board for a fixture that is likely to be informative for the year ahead and an exciting day’s racing.”
Novibet’s marketing strategy also extends beyond the UK and Ireland to numerous other sectors in which it operates. The company currently has a presence in Greece, Ireland, Italy, Mexico, Brazil, Chile, Ecuador, Canada, and Cyprus.
As with other operators, Novibet has been building up its visibility in Latin America of late. This year has seen the company sign a brand ambassador deal with Chilean footballer Arturo Vidal and launch a new campaign focused on the region, ‘play in the new era’.
