Paddy Power nets headline sponsorship of ITV Racing
New partnership negotiated by MediaCom will see Flutter Entertainment brands feature on broadcaster’s mobile app
Paddy Power has sealed a deal to become headline sponsor of ITV Racing coverage in 2021. The Irish operator will sponsor all live racing fixtures across the main ITV channel and ITV4 from 1 January. The partnership was negotiated by MediaCom and includes broadcast, catch up, digital, social, podcast and licensing rights. It will also see further Flutter brands feature across the ITV Racing app. In 2020, ITV Sport announced it would remain the exclusive free-to-air broadcaster of horseracing until 2023 amid plans to showcase nearly 100 days of racing every year. The coverage will include marquee events such as Cheltenham Festival, the Grand National and Royal Ascot. Paddy Power marketing director Michelle Spillane said: “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 sporting history for our customers week in and week out,” she added.