Ascot Racecourse has announced a three-year partnership with UK based Betfred, for the brand to become its ‘Official Bookmaker’.
The partnership means that Betfred will not only become the official course bookmaker, but will also become an official partner of the Royal Ascot Festival.
Guy Henderson, Chief Executive Officer at Ascot Racecourse, welcomed the new relationship: “We welcome this further strengthening of ties with Betfred, following the launch of Bet With Ascot last year in partnership with Totepool and, at Royal Ascot, the Hong Kong Jockey Club.
“Our thanks go to Roy Holbrook and Winning Post Bookmakers for all their support in their tenure as our on-course betting shop provider.”
Chief Commercial Officer at Ascot Racecourse, Juliet Slot, added: “We are delighted to welcome Betfred back to Ascot as Official Bookmaker. On course, Betfred will manage our fixed odds offering from two shops within the Grandstand.
“Betfred join our portfolio of 14 other Official Supplier brands and will be an important part of helping us deliver an excellent customer experience alongside our own pool betting operation, Bet With Ascot. We look forward to further developing our relationship with Betfred.”
In addition to operating two on-site shops, the new contract will see the bookmaker sponsoring the Betfred Heritage Handicap on Summer Mile Day, 13th July as well as being named the official bookmakers of the Dubai Duty Free Shergar Cup in August.
Fred Done, Betfred Founder, praised the alliance: “A big thank you to the Ascot team who have been a pleasure to work with and I am delighted to have agreed a deal to become the official bookmaker of Ascot and Royal Ascot and to see the Betfred brand back on the racecourse.
“I will be offering Ascot punters the terrific value and bonuses available in all of our high street shops and look forward to welcoming you to the newly refurbished Betfred shops.”
The deal marks Betfred’s continued commitment to sports sponsorship with the operator recently extending its deal as title sponsor of the World Snooker Championship until at least 2021.