UK operator BetWright will get increased visibility throughout British horse racing tracks after consenting to a new sponsorship offer with Sky Sports Racing.

Available for both UK and Irish audiences, the operator's branding will be made visible during Sky Sports Racing's live race broadcasts, which will likewise consist of event analysis, previews and reviews.

Chris Dilley, Sales Director at Sky Sports Racing, commented: "It's great to welcome BetWright as a sponsor partner to Sky Sports Racing.

"We look forward to working with the group and growing the profile of the brand name as we continue to provide top class coverage and engagement with a loyal and passionate betting audience."

Having gone for the end of 2024, BetWright has considering that substantially increased its profile in the UK market through a number of sponsorships; this newly increased concentrate on horse racing comes just in time for the Cheltenham Festival, one of the largest racing occasions in the calendar.

David Matthews, CEO of BetWright, included: "Horse racing is at the heart of British sport, so partnering with Sky Sports Racing is a natural suitable for BetWright.

"Their protection brings the sport to life for fans every day, and we're excited to align our brand name with a broadcaster that shares our passion for racing.

"As we continue to grow, partnerships like this aid us move in the Wright instructions, connecting BetWright with racing audiences across the UK and Ireland."

Building racing back up

Racing has faced its reasonable share of battles in recent years, with engagement continuing to decrease compared to the variety of eyes taped before the COVID-19 pandemic.

On the betting front, internal divide saw the British Horseracing Authority (BHA) clash with the Betting and Gaming Council (BGC) for a quick moment in 2015, as the BHA organised strikes across the sector to oppose a proposed tax increase ahead of the November Budget.

And while the outcry ultimately worked, with Rachel Reeves sparing horse racing from additional tax boosts, the BGC wasn't too pleased that the strikes were undertaken without first consulting with the wagering sector.

Still, with the Remote Betting Duty set to go up to 25% from next year, and the Remote Gaming Duty increasing from 21% to 40% this April, some operators have actually taken measures to offset the treking tax expenses by reducing their marketing invest - for some, this includes racing sponsorships. The newest examples of this were bet365 and BetMGM.

However, the racing market is showing a brave face, with stakeholders coming together to secure a brilliant future for the sport.

Among the most significant projects to do that is the Future of Racing Innovation Program, co-led by Flutter and the BHA. The task is focused on protecting the long-lasting worth of racing through development on numerous fronts - equestrian health, neighborhood building and ownership access being a few.

"As Cheltenham once again fills hearts across the sport with excitement, the work of protecting its future is quietly under way. Racing's heritage is strong, however its future will depend on how efficiently it embraces the insight and innovation the next generation of fans will demand," Flutter UK&I and the BHA concluded.