Major UK betting and gaming operator William Hill will reportedly replace Dubai as a head sponsor of ITV’s horse racing coverage. The commercial television network has purchased the rights to broadcast key horse racing events from Channel 4.
ITV is to replace the current horse racing broadcaster as of January 1, 2017. Beating off fellow competitors Sky Sports and Channel 4, the television network has won four-year exclusive rights over the popular sport’s free-to-air coverage.
According to media reports, the sponsorship deal between William Hill and ITV is worth £10 million and, among other things, includes naming rights throughout the broadcaster’s four-year terrestrial coverage.
Dubai, the United Arab Emirates’ most populous city, has sponsored Channel 4 as the exclusive horse racing broadcaster over the past decade. The emirate is currently headed by Sheikh Mohammed bin Rashid Al Maktoum, known to be a major figure in the international horse racing.
Following the switch of exclusive broadcaster, Dubai has decided to put an end to its sponsorship. City officials have noted that with ITV now charged with covering British horse racing events, it seemed natural to Dubai to pull back from its sponsorship role and to make room for another sponsor.
ITV will split coverage between its main channel and ITV4. Events will be presented by a brand new team, with popular English broadcaster Ed Chamberlin as the main host. The TV network will be covering key horse racing events, including the Qipco British Champions Day, Royal Ascot, and the Investec Derby.
This has not been the first sports-related sponsorship agreement signed by William Hill over the past several months. In August, the major UK bookmaker netted a deal with Premier League football club Chelsea F.C. Under the three-year agreement, William Hill will be able to provide fans of the team with odds via desktop and mobile apps and to host matchday betting services on Stamford Bridge. Thus, bettors will be able to wager at the host venue on the very day of a given game and to collect any winnings from the gambling operator’s betting shops around the country.
William Hill is set to publish a trading update on its financial performance during the first nine months of the year on November 14.
