Betfred extends Cheltenham deal
Operator's sponsorship of Gold Cup will now run until 2015.
Betfred has extended its sponsorship of the Cheltenham Gold Cup until 2015 following the initial success of a deal signed earlier this year, the operator has confirmed.
The company agreed to sponsor this year’s Gold Cup after acquiring the Tote in a £265m deal in June 2011. Betfred managing director John Haddock said: “After the tremendous success of the Betfred Cheltenham Gold Cup last year, we wanted to secure a further long-term deal.
“We are delighted to be associated for three more years with the greatest steeplechase in the world and look forward to working with Cheltenham to making the race even bigger and better,” he added.
Next year’s Gold Cup is to take place on 15 March, the final day of the Cheltenham Festival.
Cheltenham director of sponsorship Peter MacNeile said of the sponsor: “Their support of the race and the enthusiasm they put into promoting it last season made us keen to extend our partnership and it was clear from our first conversations on the subject that the Betfred team felt the same way.
It is the second significant sponsorship deal announced by Betfred in recent weeks, after it was named as the UK betting partner of English Premier League football club Tottenham Hotspur in August.
The operator’s Totepool brand was also named as one of the launch partners for Media Corporation subsidiary Intabet, however the sportsbook from the former Gambling.com owner is still yet to go live.
This year also saw Betfred make its first move into the social space through a deal with We R Interactive which has seen a Betfred-branded virtual shop feature in the company’s I AM PLAYR Facebook game.