Popular UK dedicated horse racing TV channel, At The Races (ATR) has just announced that it is going to allow some sports betting brands to use its platform for advertising purposes for the first time. This will bring ATR more into line with other popular horse racing broadcasters, such as Racing UK and ITV.
At The Races allow advertising at last
Unlike other sports channels, ATR has long resisted the temptation to allow advertising to feature during its broadcasts. However, the Arena Racing and Sky owned TC channel has just secured a new partnership with major FTSE bookmaker firm, Ladbrokes Coral and its flagship brands will now appear during advertising breaks as part of the deal. Until now, ATR has only hosted betting brands that sit within its programme sponsorship portfolio.
ATR has also announced that it is to feature a new in-house sales team who will be focused on airtime allocations during its TV coverage.
New valuable marketing opportunities
ATR, who broadcast race meetings from Ireland, the US, France, South Africa, and Australia, as well as a large number of UK fixtures, also have plans to sell spot advertising to gaming companies and bookmakers. ATR currently works with over 30 different brands across live video streaming services, digital assets, and TV sponsorship, and it is hoped that the new commercial break advertising opportunities will add more valuable marketing opportunities for the bookmaking sector.
Alexis Zamboglou, Director of Marketing for Ladbrokes Coral, stated that he viewed the move as an excellent opportunity for the bookmaker to reach out to a highly targeted niche audience. ATR has grown synonymous with the horse racing industry, particularly with betting. The Sky station features live sporting events that are crucial to Ladbrokes’ sports book, all of which is delivered in a manner that very much plays to the punter. ATR have a number of highly respected horse racing tipsters as part of their regular presentation team and serious sports bettors trust their judgement and opinion.
The last five years have seen the UK sports betting industry enjoy huge growth, thanks in part to online betting opportunities and mobile apps. Promotions and bonuses offered by all of the major sports book providers has also fuelled the industry’s rapid growth.