Irish bookmaker Paddy Power has been announced as the new headline sponsor of ITV Racing, beginning on 1 January 2021.
The agreement was negotiated by MediaCom, and includes broadcast, catch up, digital, social, podcast and licensing rights.
In addition Flutter Entertainment brands will feature in the ITV Racing App, and Betfair will sponsor ITV Racing’s Saturday morning programme The Opening Show.
Mark Trinder, Director of Commercial Sales and Partnerships at ITV, 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.”
Paddy Power could gain significant brand exposure through the deal, as ITV Racing is the exclusive free-to-air broadcaster of all British horse racing, and recorded a 22% increase in viewing figures in 2020.
ITV also provide coverage of the annual iconic Grand National race and associated event at Aintree Racecourse, as well as the Cheltenham Festival, Epsom Derby and Royal Ascot.
Paddy Power Marketing Director, Michelle Spillane, 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, Marketing Director at Betfair, 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.’’