23rd of June 2009 Author: Natalie Stephanopoulos
Britain's society horseracing event of the year - Royal Ascot - is currently running, and giving massive publicity returns to its new five year, million sterling sponsor Betfair, according to reports in the UK media.
Betfair was able to name its terms to the Queen's course in the agreement, and the betting exchange made sure that it secured all external advertising branding rights.
Not only does the online betting exchange have a banner every 25 feet the length of the seven-minute walk from the station to the lush course – replete with half-a-dozen Betfair arches along the way – but things will become even bolder, brasher and brassier, reported The Guardian newspaper.
That is because Betfair's branding will be placed above every one of the stalls on Gold Cup day....and every one of the stall-handlers will be compelled to wear a Betfair branded bib.
It is a canny marketing ploy from Betfair, which through the deal is ensuring every BBC television viewer becomes acquainted with the gambling operator's business. Even in the currently depressed sponsorship market the infiltration of the Beeb, despite it's traditional abhorrence of advertising, suggests that Betfair achieved a real bargain in its sponsorship deal with the course.
Another name familiar to both online and land gamblers will be Ladbrokes, which sponsored Ladies' Day at Ascot and reportedly hopes this will turn the event into Ladybrokes.com Day.
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