William Hill is embarking on its biggest ever marketing campaign for a racing event, as it prepares to take a record 10,000 bets per minute at peak times during next week’s Cheltenham Festival.
Central to the campaign is a commitment to never being beaten on price at the festival. They will offer a record number of betting markets and expect to take more stakes via its mobile service than in its 2,371 UK shops.
William Hill spokesman Ciaran O’Brien commented: “Cheltenham gets bigger every year and we expect turnover will hit a record £350 million across the British betting industry.
“William Hill ducked an £8 million bullet when Annie Power fell at the last fence last year but Willie Mullins is lining up another first day four timer which could be one of the biggest paydays for punters in betting history. He is such a certainty to be top trainer at the festival we are no longer accepting bets on him.”
William Hill has committed to not being beaten on price at the festival – that means being top price or equal on every horse on every race, every day; online, on mobile and in shop until 1 pm at the Cheltenham Festival in its most aggressive Festival promotion since it was founded in 1934.
A significant advertising campaign kicks off this weekend featuring Sir A.P. McCoy reflecting how it will be a very different festival for him this year: “Obviously this year will be very different, now it’s all about enjoying the racing and the atmosphere from the stands and of course backing the right horse at the right price. I’m no longer in the saddle, but I’m still in the race.”
The first race of the Festival, the Supreme Novices’ Hurdle is often the second most popular betting race of the week and the Mullins trained Min has been backed from 25/1 to 2/1 favourite. His other runners who are favourites on the first day are Douvan (2/5) in the Arkle, Annie Power (2/1) in the Champion Hurdle and Vroum Vroum Mag (11/10) in the Mares Hurdle.
Betting on number of Willie Mullins trained winners at William Hill:
- 7-9 winners – Evens
- 6 or fewer – 5/4
- 10 or more – 5/1