UK operator BetWright will get increased visibility across British horse racing tracks after agreeing to a new sponsorship deal with Sky Sports Racing.
Available for both UK and Irish audiences, the operator’s branding will be made visible during Sky Sports Racing’s live race broadcasts, which will also include event analysis, previews and reviews.
Chris Dilley, Sales Director at Sky Sports Racing, commented: “It’s fantastic to welcome BetWright as a sponsor partner to Sky Sports Racing.
“We look forward to working with the team and growing the profile of the brand as we continue to deliver top class coverage and engagement with a loyal and passionate betting audience.”
Having launched at the end of 2024, BetWright has since significantly boosted its profile in the UK market through a number of sponsorships; this newly increased focus on horse racing comes just in time for the Cheltenham Festival, one of the largest racing events in the calendar.
David Matthews, CEO of BetWright, added: “Horse racing is at the heart of British sport, so partnering with Sky Sports Racing is a natural fit for BetWright.
“Their coverage brings the sport to life for fans every day, and we’re excited to align our brand with a broadcaster that shares our passion for racing.
“As we continue to grow, partnerships like this help us move in the Wright direction, connecting BetWright with racing audiences across the UK and Ireland.”
Building racing back up
Racing has faced its fair share of struggles in recent years, with engagement continuing to dwindle compared to the number of eyes recorded before the COVID-19 pandemic.
On the betting front, internal divide saw the British Horseracing Authority (BHA) clash with the Betting and Gaming Council (BGC) for a brief moment last year, as the BHA organised strikes across the sector to protest a proposed tax increase ahead of the November Budget.
And while the outcry ultimately worked, with Rachel Reeves sparing horse racing from further tax increases, the BGC wasn’t too happy that the strikes were undertaken without first consulting with the betting sector.
Still, with the Remote Betting Duty set to go up to 25% from next year, and the Remote Gaming Duty increasing from 21% to 40% this April, some operators have taken measures to offset the hiking tax costs by scaling down their marketing spend – for some, this includes racing sponsorships. The latest examples of this were bet365 and BetMGM.
However, the racing industry is showing a brave face, with stakeholders coming together to secure a bright future for the sport.
One of the biggest projects to do that is the Future of Racing Innovation Program, co-led by Flutter and the BHA. The project is aimed at protecting the long-term value of racing through innovation on multiple fronts – equestrian health, community building and ownership access being a few.
“As Cheltenham once again fills hearts across the sport with excitement, the work of securing its future is quietly under way. Racing’s heritage is strong, but its future will depend on how effectively it embraces the insight and innovation the next generation of fans will demand,” Flutter UK&I and the BHA concluded.