Betfred sponsored the Derby Festival for the first time in 2023 in an initial three-year deal. This has now been extended by a further year, covering each event until at least 2026.
As part of the new deal, the bookmaker will now hold naming rights on each day of the two-day event
Betfred will also expand its backing of races during the festival. The bookmaker will support a total of six races at each edition of the event, with the existing deal only covering two races.
Betfred boss hails “memorable” first year
“Following on from a memorable two days at Epsom last year we are delighted to further develop our support of the Betfred Derby Festival,” Betfred boss Fred Done said. “We very much look forward to working with the team to keep the fixture at the forefront of world racing.”
Amy Starkey, managing director for the east region at Jockey Club Racecourses, which owns Epsom Racecourse, also welcomed the extension.
“Our relationship with Betfred spans many years and many major races. We are delighted to be strengthening our partnership at Epsom Downs still further.
“Betfred’s support of British racing over many years is clear for all to see. We can’t wait to get cracking with Fred and his team as we look to promote the greatest flat race in the world in 2024 and beyond.”
Betfred CEO Whittaker named on iGB Most Influential Women list
Confirmation of the deal comes after iGB last month named Betfred CEO Joanne Whittaker on its Most Influential Women 2023 list.
Whittaker took over from Done as CEO at Betfred in 2021. This followed a 20-year working relationship between the two.
During more than two years at the helm, Whittaker has overseen a successful period for the bookmaker. In 2022, turnover grew 37.5% year-on-year to £723.2m (€839.0m/$918.5m).
Upon being named among iGB’s Most Influential Women in Gaming for 2023, Whittaker said there is an emerging female leadership class in the industry today.
Original article: https://igamingbusiness.com/marketing-affiliates/marketing/betfred-extends-sponsorship-of-derby-festival/
