“At The Races” (ATR), a UK dedicated horseracing channel, has announced that it will be permitting sports betting and gaming brands to advertise on its service for the very first time.
The Sky and Arena Racing co-owned channel’s announcement comes after it secured a new long term partnership with FTSE bookmaker Ladbrokes Coral, which will see the bookmaker become one of the first betting brands to appear during the commercial ad breaks.
Joe Andrews, the Commercial Manager for ATR, revealed that they are constantly talking to their partners in order to ensure that they are doing what’s best for them and this adds to and broadens the marketing opportunity that ATR can offer advertisers. He added that it also allows clients to extend their marketing message beyond those available through program sponsorship.
Alexis Zamboglou, the Director of Marketing at Ladbrokes Coral, said that this is an excellent opportunity for them to reach a targeted audience.
Zamboglou went on to say that ‘At The Races’ is identified with horse racing and most importantly, with betting. He added that its coverage not only contains live sporting events that are vital to their sports book, but is delivered in a manner that revolves around the punter.
The channel broadcasts live racing 363 days a year from the United Kingdom after previously only hosting betting brands within its program sponsorship. A new Sales Team is, however, now in place who offer TV airtime during advertising breaks to its clients in the gaming and betting sector.
