Rising Sun Bets extends sponsorship portfolio

Rising Sun Bets extends sponsorship portfolio

Tuesday, December 20, 2016
Sun Bets will sponsor the Stayers’ Hurdle at Cheltenham

Sun Bets announced today that it is sponsoring the Stayers’ Hurdle at Cheltenham next year, the three mile hurdling championship event which takes place on day three.

This is a new addition to the new bookmaker’s racing sponsorship portfolio and Tim Reynolds, Head of PR at Sun Bets, told TotallyGaming.com that there was more in the pipeline for 2017.

He said: “We have another exciting racing sponsorship to announce in the New Year for the summer of 2017. It will really put us at the heart of racing and allow us to engage with a large number of race goers.”

Sun Bets has aimed to make a big splash this year, with many expecting big things from the betting brand attached to the country’s most popular newspaper. The brand is also reaching out the Sun Bets name through associating with events such as racing.

Reynolds explained:  “Sponsorship has moved on from just gaining TV coverage and increasing brand visibility. ROI is an important factor so brands now want to position themselves in the mind of the consumer, show the brand’s personality and really engagement with the punters both at the event and through their social channels.

“Therefore, if an event allows a brand to integrate sponsorship with other marketing communications such as advertising, point-of-sale and social activity, then I'm sure you'll see brands move into a more diverse range of sports.”

The Sun Bets Stayers’ Hurdle was first run with its current race conditions in 1972, and it has now reverted to its original title after being named the World Hurdle since 2004.

Ian Renton, Regional Director, Cheltenham & The South West, The Jockey Club, said of the partnership: "I am delighted to welcome Sun Bets to Cheltenham. As one of the two feature races on the third day of The Festival, St Patrick's Thursday, I am sure that Sun Bets will find sponsorship of the Stayers' Hurdle hugely rewarding.

"The race title reverts to its original handle the 'Stayers' Hurdle' and we look forward to many successful runnings under the Sun Bets' banner."

Totally Gaming says: With British racing facing ‘an unprecedented demographic challenge’ the continued support of new big kid on the scene Sun Bets will be very welcomed. It’ll be interesting to see which other sponsorship routes the bookmaker goes down next year.


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