BetVictor backs UK racing with Cheltenham extension

Online gambling operator BetVictor has deepened its racing sponsorship portfolio, announcing a three year extension with Cheltenham Racecourse’s Gold Cup. 

The deal, which will now run until 2021 will see the event named as The BetVictor Gold Cup and takes place during the three-day long November Meeting at Cheltenham racecourse, with runners competing for prize money worth £160,000. 

Matt Scarrott, Director of Sportsbook at BetVictor, commented: ”The November Meeting is a prestigious and exciting event in the horse racing calendar, and with our strong heritage in the sport and ongoing support for British Racing we didn’t think twice when we decided to continue with the sponsorship of The BetVictor Gold Cup.”

BetVictor has also confirmed that it will be sponsoring three other races during the meeting, including the £60,000 G3 BetVictor.com Handicap Chase, the £45,000 BetVictor Handicap Chase and the £25,000 The BetVictor SmartCards Intermediate Handicap Hurdle. 

The handicap chase has been won by the likes of Imperial Commander, winner of the Cheltenham Gold Cup, and Grand National champion Gay Trip.

Ian Renton, Regional Director, Cheltenham & The South West, added: “The November Meeting is very much a mini-Festival these days, with over 70,000 through the gates, and to work with BetVictor in its sponsorship of the highlight race of the fixture – The BetVictor Gold Cup – is something I know both parties find of huge benefit.

“We have thoroughly enjoyed working with the team at BetVictor for the past three years and are delighted to be continuing with the partnership moving forward” added Renton.

In addition to the operator sponsoring the meeting, the ITV Racing blimp will bear BetVictor branding during the event and the four days of The Festival presented by Magners in March 2020.

Insight: For UK betting operators, horse racing continues to be a prosperous sponsorship opportunity as the football market becomes more saturated, racing can provide an avenue to exposure amongst their target demographic.

The value of the sponsorship has also elevated in value following the growth of ITV’s coverage of the event, as the free-to-air platform continues to establish itself as a key player in horse racing broadcasting.