As part of a three-year deal running from 2019-2021, Betfred has been named as the ‘Official Bookmaker’ of Ascot racecourse and the Royal Ascot Festival, which will see them operate the two on-site betting shops within the Grandstand.
In addition to operating the on-site shops, the new contract will see the bookmaker sponsoring the Betfred Heritage Handicap on Summer Mile Day, 13th July as well as being named the official bookmakers of the Dubai Duty Free Shergar Cup in August.
Fred Done, Betfred Founder, praised the alliance: “A big thank you to the Ascot team who have been a pleasure to work with and I am delighted to have agreed a deal to become the official bookmaker of Ascot and Royal Ascot and to see the Betfred brand back on the racecourse.
“I will be offering Ascot punters the terrific value and bonuses available in all of our high street shops and look forward to welcoming you to the newly refurbished Betfred shops.”
Betfred had previously held a sponsorship contract at Ascot racecourse, but ceased sponsoring as deregulation saw racecourses launch their own on-course pool betting. The operator pulled its presence from all racetracks, aside from Chelmsford City, a Betfred-owned race-sponsorship package estimated at around £6m.
Done has, however, maintained a relationship with Ascot via his Totepool subsidiary following the Bet With Ascot partnership, launched last year.
Guy Henderson, Chief Executive Officer at Ascot Racecourse, also welcomed the new relationship: “We welcome this further strengthening of ties with Betfred, following the launch of Bet With Ascot last year in partnership with Totepool and, at Royal Ascot, the Hong Kong Jockey Club.
“Our thanks go to Roy Holbrook and Winning Post Bookmakers for all their support in their tenure as our on-course betting shop provider.”
Chief Commercial Officer at Ascot Racecourse, Juliet Slot, added: “We are delighted to welcome Betfred back to Ascot as Official Bookmaker. On course, Betfred will manage our fixed odds offering from two shops within the Grandstand.
“Betfred join our portfolio of 14 other Official Supplier brands and will be an important part of helping us deliver an excellent customer experience alongside our own pool betting operation, Bet With Ascot. We look forward to further developing our relationship with Betfred.”