The British Horseracing Authority (BHA) revealed that it has inked a three-year deal with one of the leading casino, gaming and sports betting operators in the UK – Betway. Under the terms of the agreement, the company, established in 2006, is to become an Authorised Betting Partner (ABP).
The Authorised Betting Partner is a voluntary scheme that is focused on rewarding betting companies who would like to contribute to British racing. After being included in the scheme, companies are allowed to use the logo of the ABP and become eligible for getting various benefits offered by the scheme’s supporters.
The Chief Executive Officer of the BHA Nick Rust shared that everyone at the BHA were very glad to welcome the company as an official Authorised Betting Partner of British racing. He described Betway as one of the betting companies in the British gambling and sports betting market that enjoyed quick growth over the last few years and said that the brand already sponsored several key races.
Mr. Rust also expressed his gratitude towards the British sports betting operator for joining its network of remote operators who realised how important and beneficial such a partnership between sports betting and racing would be. The CEO of the British Horseracing Authority shared that the help British racing had received from Betway was truly priceless, especially as it was granted at a time critical for the sport.
Until being appointed as an Authorised Betting Partner, Betway has been making payments voluntarily to support British racing. Now, becoming an ABP, it is expected to get some benefits, including the chance for initiating sponsorship or commercial marketing rights negotiations and the opportunity to reach to various discussions such as the ones related to preferential pricing structures, fixture criteria as well as getting access to different Wi-Fi services.
This is not the first sponsorship agreement Betway inks. The UK-based sports betting operator currently maintains the Betway Queen Mother Champion Chase flagship sponsorship at the Cheltenham Festival. The are is also the Betway Great Voltigeur Stakes, the Betway Chester Cup and the Betway Yorkshire Cup.
Up to date, Betway operates not only on the territory of the UK and Ireland, but also in several regulated online markets. The sports betting operator has been granted with licenses in Italy, Spain, Germany, Belgium, Denmark and Malta.
The Marketing Director of Betway Anthony Werkman confirmed that the company had been appointed as an Authorised Betting Partner by BHA. He shared that Betway had been a true supporter of British racing for two years now and the “positive discussions” between the company and the BHA had been continuing over the past several months.
Mr. Werkman explained that the entire team of the betting operator had been extremely satisfied with the chance to continue backing racing events in the upcoming years as an Authorised Betting Partner.
- Author
Olivia Cole
