Exclusive: Betsafe revives UK marketing push amid RaceBets migration
Betsson shifts racing brand’s marketing spend to Betsafe to showcase enhanced sports betting portfolio
Betsafe has kickstarted its UK marketing efforts once again after migrating niche horse and dog racing brand RaceBets onto the site.
Parent company Betsson made the decision to pull Betsafe’s marketing budget out of the highly regulated and ultra-competitive UK market back in 2018 in favour of more lucrative territories, despite having previously signed major deals with Manchester City and UFC star Conor McGregor.
The RaceBets brand remained active in the UK, however, while the product has also powered the horseracing offering for several Betsson-owned brands including Betsafe.
But, according to RaceBets MD Alexander Haig, the brand has been migrated to Betsafe in 2020 to increase its limited product portfolio.
“The RaceBets product, despite being a market-leading product with respect to racing, doesn’t offer any betting other than horse and dog racing,” Haig told EGR.
“We saw that for non-racing events we were losing our customers who wanted to bet on other sports.
“By switching to Betsafe, we are now able to offer our customers a full product portfolio on top of a world-class horseracing betting platform,” he added.
Betsafe brand ambassador Donald McCain
RaceBets is still alive and kicking in the UK but marketing spend has been shifted to the Betsafe brand, which has revived its sponsorship model in recent weeks.
Betsafe banners were spotted on display during race events at both Doncaster and Lingfield, while the brand has also secured horse trainer Donald McCain as a brand ambassador.