Two prominent UK and Irish bookmakers have bolstered their standing in horse racing scenes via freshly signed sponsorship deals.
In Ireland, the country’s largest independent bookmaker, BoyleSports, has signed a partnership with Limerick Racecourse. On the other side of the Irish Sea, VirginBet has partnered with Chester Racecourse.
BoyleSports has become the title sponsor of the two-day Munster National festival for the next five years, concluding in 2028. The deal will afford BoyleSports more visibility in Irish horse racing, a sport closely linked to the country’s highly-competitive betting sector.
Michael Lynch, CEO of Limerick Racecourse, said: “As sponsor of the Irish Grand National and many Irish race meetings, BoyleSports is a huge supporter of Irish racing so we’re extremely happy to be partnering with a brand that is committed to championing Irish racing and helping us build on the success that Limerick Races has enjoyed to date.
“We are planning many other elements and entertainment to ensure each day of the weekend is a proper day out for attendees.”
The agreement will include a charitable element. Prominent Irish racehorse trainers JP and Noreen McManus and their family will host a charity sweepstake to benefit charities in Ireland’s Midwest region, with organisations receiving up to €40,000.
As noted above, BoyleSports does business in a very competitive national betting market. The firm faces competitors like Paddy Power, part of the giant Flutter Entertainment group, alongside Entain’s Ladbrokes and Coral brands, and 888’s William Hill, among others. Visibility in sports is a valuable marketing tool in these competitive spaces.
Sharon McHugh, Head of PR and Sponsorship at BoyleSports, added: “We are delighted to partner with Limerick Racecourse and continue our commitment to supporting Irish racing. The Munster National is a tried and tested route for horses to the BoyleSports Irish Grand National in April, so it holds a significant place in the Irish racing calendar.
“We are also thrilled that JP and Noreen McManus have committed to hosting such a wonderful initiative for local charities and continue their significant support of Irish racing. This sweepstake will see a number of charities in the Mid-West benefit and will also raise the profile of the BoyleSports Munster National.”
Turning to the UK, VirginBet has become a title sponsor of Chester’s Autumn Racing Food and Drink Weekend, taking place on 13 and 14 September. The LiveScore Group-owned brand will sponsor three races – the Listed Stand Cup Stakes and the Watergate Cup, a Class 2 Heritage Handicap.
The firm has been partnered with Chester Racecourse for over a month, initially sponsoring two races on Powells Jewellery Ladies Day. The company’s latest agreement with the course will include an element focused on racecourse safety, working with its personal safety partner, WalkSafe.
Kate Dawson, Commercial Director at Chester Racecourse, remarked: “Virgin Bet and LiveScore Bet are committed to being leading players in horse racing, so we are naturally delighted to announce their partnerships with our racecourse.
“The Saturday of our Autumn Racing Food and Drink Weekend features a fantastic card of racing; with the Virgin Bet Stand Cup Stakes and LiveScore Bet Watergate Cup both being broadcast on ITV and Sky Sports Racing.
“There are many opportunities to explore through this partnership and we look forward to working with Virgin Bet to bring those to fruition.”
