John Smith’s has signed a sponsorship deal with horse racing channel Racing UK. The beer brand’s ads will run on the channel as part of the partnership and will be the first non-racing ads on Racing UK.
John Smith’s is the first “platinum partner” for Racing UK. The channel is seeking four other similar partners, specifically from the automotive, travel, finance and construction sectors. Each partner will be able to run a significant amount of advertising on the channel and will be the only non-racing brands appearing.
Racing UK offers exclusive live horse racing from 30 of the UK’s racecourses including Aintree, Epsom, Cheltenham, Goodwood and Newmarket. The channel is available on Sky Digital and is part of Setanta’s sports package. It covers approximately 600 race meetings every year.
Racing UK is effectively owned by the racecourses it features. The same group of courses are currently involved in a wrangle with bookmakers over their dedicated betting shop broadcast service, Turf TV.