Irish bookmaker Paddy Power has been named as the latest headline sponsor of ITV Racing, starting on 1 January 2021.
The deal, which includes television, catch up, digital, social, podcast and licencing rights, was negotiated by MediaCom.
Flutter Entertainment products will also be included in the ITV Racing App, and Betfair will fund the Opening Show of ITV Racing’s Saturday morning schedule.
ITV’s Director of Commercial Sales and Partnerships, Mark Trinder, said: “ITV Racing has become the bedrock of our ITV Sport programming calendar.
“The weekly output and excellent expert presentation has taken Racing to new levels in terms of profile and audiences.
“I welcome Flutter Entertainment to the fold as our new broadcast sponsor.”
As ITV Racing is the sole free-to-air broadcaster of all British horse racing, Paddy Power will gain major brand recognition through the contract, and reported a 22 percent rise in viewing figures in 2020.
ITV also offers coverage of Aintree Racecourse’s annual classic Grand National race and related activities, as well as the Cheltenham Festival, Epsom Derby and Royal Ascot.
Michelle Spillane, Paddy Power Marketing Officer, commented: “ITV Racing has been brilliant for the sport for the last four years and we viewed it as a natural synergy to become headline sponsor for the BAFTA Award winning show.
We’re looking forward to working with the immensely-talented ITV team for at least the next two years and it’s great to be an integral part of a presentation that produces brilliant quality sporting coverage for our customers week in week out.”
Stephen Mault, Betfair’s Marketing Director, also said: “Just like Betfair, The Opening Show is first port of call for all Horse Racing fans on a Saturday morning and for all the big festivals so we are delighted to support a show that is such a significant launching pad for the top quality Racing coverage ITV produces.
“Oli Bell, with his team, collaborate well, often in difficult conditions and display great agility. They also have tenacious will to be the best. All qualities which Betfair cherish and adhere to for the benefit of our customers. We are really looking forward to working with them.’’