Chester Race Company and Betfair today announced a new partnership that will revolutionise the nature of sponsorship in racing.
The two-year agreement will see Betfair become the Official Wi-Fi and Digital Gaming Partner for the 2014 and 2015 seasons at both Chester and Bangor-on-Dee racecourses.
The partnership cements the working relationship of two forward-thinking and technologically advanced brands who are taking a fresh and innovative approach to sponsorship, creating a mutually beneficial partnership.
This announcement follows a successful O² Wi-Fi trial at Chester Racecourse during the 2013 season, which revealed significant insight into how racegoers interact through Wi-Fi and digital media during a race day.
This learning’s enabled Chester Race Company and Betfair to commence the development of an integrated Wi-Fi, digital and sponsorship partnership that placed emphasis on Betfair using Chester Race Company’s Wi-Fi; growing digital assets to ‘power the thrill of racing’ and to ‘own’ the assets rather than just ‘badge’ them.
The partnership will be known as the ‘Always on Campaign’ and is powered by O² Wi-Fi.
Richard Thomas, Chief Executive of Chester Race Company said today: “There have been many attempts to integrate and use Wi-Fi at racecourses, but none have engaged with a company that has the gravitas of O², and that is key to making the campaign successful for both parties.
“O² Wi-Fi is a leading international telephony and communications company and understands the importance of developing a technical architecture for public Wi-Fi which ensures the solution is simple to drive uptake and usage”
He continued, “O² is transforming the Wi-Fi market; their approach leverages their experience as a mobile operator and understanding of how consumers use data, which is key in developing a sophisticated Wi-Fi and digital commercial strategy. Chester Race Company has placed significant importance on developing a quality platform that will deliver the best possible connection experience for consumers.
“The rich customer data harvested through Wi-Fi and Chester Race Company’s bespoke CRM system allows the Company to fully understand footfall, consumer behavior and allows detailed data interrogation, allowing the Company to strategically inform Betfair on how to communicate and reward existing customers as well as how to activate new ones”, Thomas concluded.
The deal also involves traditional sponsorship of four races at the Boodles May Festival, commencing May 7th, including the £60,000 ‘Betfair Price Rush Huxley Stakes’ and the £75,000 ‘Betfair Cash Out Dee Stakes’. Betfair will also support entire cards on racedays at Chester and Bangor-on-Dee in September.
Andy Holmes, Sponsorship and Activation Manager with Betfair commented: ‘’Innovation has always been key to Betfair and that same innovation is central to our continued growth. We consider free Wifi powered by a trusted network as crucial to our customers enjoying a day at the races. Betfair are delighted that Chester share our vision and commitment to drive sporting sponsorship and customer experience into the new age that we live in.”
For further information contact –
Richard Thomas – Chief Executive Chester Race Company: 07831 405864
Barry Orr – Betfair: 00353860246086
ABOUT O² WIFI:
O² Wi-Fi is free and open to all. Their simple one-off sign-up is seamless and once registered, a consumer never has to register again, irrelevant of where registration took place whether it was Costa Coffee or Chester Racecourse. It removes barriers and encourages adoption, creating a bespoke Wi-Fi community. O² has grown to over 9,500 contracted Wi-Fi locations which include many of the country’s best loved brands, shopping centres and populated areas. This large scale venue adoption is testament to the open model and has resulted in O² having the largest venue growth of any Wi-Fi provider.
Betfair is one of the world’s largest international online sports betting providers and pioneered the betting exchange in 2000. Driven by cutting-edge technology, Betfair’s exchange enables customers to bet at odds sought by themselves or offered by other customers and Betfair now also operates a complementary fixed odds Sportsbook. In addition to sports betting, Betfair offers a portfolio of innovative products including casino, exchange games and poker. Betfair currently employs over 1000 people worldwide and holds betting licences in Gibraltar, the US, Tasmania, Italy, Denmark, Spain and Malta.