At The Races to offer spot advertising to bookmakers

Specialist horse racing pay-television broadcaster At The Races has announced that it is to offer bookmakers spot advertising for the first time.

UK-based At The Races had previously only allowed gambling firms to sponsor specific programmes, but companies will now also be able to purchase ad spots during commercial breaks.

The move comes ahead of a government review of the gambling industry, with a ban on betting-related television adverts before the 9pm watershed mooted as one of the possible new restrictions for operators.

According to the Racing Post, Tony Sweeney, commercial director for At The Races, said: “We’ve always been looking at it [spot advertising] – there’s been no pressure from anyone to implement it until now.

“There’s a difference between the sponsorship, which is essentially branding, and spot advertising, which our partners feel is an additionally effective way of promotion.

“Television advertising from bookmakers has increased over the last 18 months, and we are talking to our partners on a regular basis to make sure we are doing what’s best for them.

“This adds to the valuable marketing opportunities we already offer to the bookmaking sector.”

Ladbrokes Coral was the first bookmaker to purchase one of the new spots.

Related article: Ladbrokes Coral told to stop streaming ATR races