At The Races Horse Racing Sky Sports Sponsorship Television

At The Races launches betting & gaming TV spot advertising with major Ladbrokes/Coral deal

October 2, 2017

The UK’s most watched, dedicated horse racing channel, At The Races, has announced that it is to allow betting and gaming brands to take TV spot advertising for the first time on its broadcast service.

The company also announced a new, long term partnership with Ladbrokes/Coral that will see the bookmaker become one of the first betting brands to appear within commercial advertising breaks on the channel.

At The Races, majority owned by Sky and Arena Racing Company, broadcasts live racing from the UK and Ireland 363 days a year, as well as select international racing from the US, France, Australia and South Africa.

The channel has previously only hosted betting brands within its programme sponsorship portfolio. A dedicated, in house At The Races sales team is now offering TV spot airtime directly to clients in the betting and gaming sector as well as to their associated media planning and buying agencies.

Available in over 13 million UK and Irish households within basic Sky and Virgin Media subscription packages, At The Races has a monthly in-home reach of up to 2 million individuals (BARB/Nielsen). In addition, the channel is also broadcast by Sky in over 6,000 pubs and commercial premises.

At The Races Commercial Director, Tony Sweeney said: “We are delighted to be in a position to sell spot advertising to bookmakers and gaming companies. We already work with over 30 brands across TV sponsorship, digital assets and live video streaming services.

“This adds to the valuable marketing opportunities that we already offer to the bookmaking sector.”

Ladbrokes Coral Director of Marketing, Alexis Zamboglou said: “This is an excellent opportunity for us to reach a very targeted audience. At The Races is synonymous with horse racing and importantly, with betting.

“Its coverage not only contains live sporting events that are vital to our sportsbook, but is delivered in a manner that revolves around the punter.”

At The Races Horse Racing Sky Sports Sponsorship Television