SBC News Voice of the Sports Betting Industry
The Sun has announced that its ‘Never Mind the Ballots’ online show will be sponsored by Betfair for its remaining coverage of the US 2024 election.
Launched in March, Never Mind the Ballots is the new politics show from The Sun hosted by editor Harry Cole.
The show is recognised as The Sun’s most successful online series, generating over 30 million views since its launch.
Guests appearing on Never Mind the Ballots have included PMs Keir Starmer, Rishi Sunak and Liz Truss, as well as Nigel Farage, Wes Streeting and James Cleverly.
Betfair will sponsor three special episodes focusing on the US election for a UK audience, with shows centred around the debate and the week leading up to one of the most significant elections in US history.
Katie Baylis, Head of Content for Betfair, says: “The US Election is a huge event for Betfair, with almost £2bn wagered on the last one in 2020. The Next President market, with £1.7bn traded, remains the biggest betting market in history. It’s probably no surprise then that our odds and markets are a key indicator and predictor of the outcome, and who better to help us tell the story than one of the world’s biggest media organisations – The Sun.”
Filmed every morning, the programme sets the political agenda for Westminster and is distributed both on The Sun‘s website and across external platforms like YouTube, TikTok, X (formerly known as Twitter), and Facebook.
Owen Griffiths, Commercial Revenue Director for The Sun, says: “Never Mind the Ballots exemplifies The Sun‘s ambition to transfer the power of our journalism into creating best-in-class video content for a video-first audience. The Sun is delighted to welcome Betfair as our commercial partner, helping to translate the political expertise of Harry Cole and the team into real-time predictions and odds for a super-engaged political audience.”
