Irish bookmaker Paddy Power has been named as the new title sponsor of ITV Racing’s live fixtures in a new two-year agreement.
The deal, which was brokered by MediaCom, encompasses broadcast, catch up, digital, social, podcast and licensing rights. Flutter brands will also receive exposure across the official ITV Racing App.
Paddy Power replaces rivals William Hill as the headline sponsor of ITV’s coverage, which partnered with the free-to-air broadcaster in 2017.
Michelle Spillane, Paddy Power’s Marketing Director, 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.”
In addition, Betfair, which also falls under the Flutter Entertainment umbrella, will sponsor ITV’s magazine programme The Opening Show under the terms of the contract.
Director of Commercial Sales and Partnerships at ITV, Mark Trinder, added: “ITV Racing has become the bedrock of our ITV Sport programming calendar. The weekly output and excellent expert presentation has taken racing to new levels in terms of profile and audiences.
“I welcome Flutter Entertainment to the fold as our new broadcast sponsor. It’s great to be working alongside the team there on what I’m sure will be another vintage year at the races.”
Last year, the UK broadcaster secured a deal to show live coverage of Irish horse racing meet at Thurles, along with five races. ITV also retained the exclusive rights to British horse racing in August 2020 after racing successfully resumed in June.