Tote asks AAR to help with TV racing deal

Bookmaker Totesport is looking for an agency through the AAR to help it develop sponsorship idents for a Channel 4 racing deal.

Totesport’s backing of Channel 4’s racing coverage will begin on January 1 next year. The bookmaker wants to appoint an agency to develop its brand presence on television. It has asked the AAR to find an agency to help prepare idents and other branding for the sponsorship.

At the moment, Totesport does not have an incumbent agency; its advertising is handled by an in-house team, while the media planning and buying is looked after by The Media Shop.

Earlier this year, Tote signed a landmark agreement with Channel 4 to sponsor the horseracing coverage.

Channel 4 was reportedly on the verge of dropping racing from its schedules, but the Tote deal will cover the potential revenue losses it was making by broadcasting racing and will also see money going to the courses.

The deal has led Tote to abandon its sponsorship deal with the England & Wales Cricket Board to sponsor one of county cricket’s limited-overs competitions.

Tote recently purchased 28 betting shops from William Hill.

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