Paddy Power has been announced as the sponsor of Virgin Media Television’s exclusive UK Horse Racing coverage for 2020, including major racing festivals such as Cheltenham, the Aintree Grand National, Royal Ascot and Epsom.
The partnership includes broadcast and digital sponsorship of UK racing coverage on Virgin Media as well as live streaming on the Virgin Media Player.
Rival betting company Boylesports sponsors the coverage of Irish racing on RTÉ.
Cheltenham and the Grand National meeting, in particular, would be among the highest Racing audiences of the Year and with ITV coverage shown on Virgin Media rather than being widely available elsewhere in Ireland that audience will be channelled in only the one direction.
“Kids have Christmas; adults have Cheltenham,” said Paul Mallon, Head of Brand in Ireland for Paddy Power.
“Since the turn of the new year, we’ve experienced brilliant National Hunt racing both at home and in England which sets the pulses racing for a classic Cheltenham Festival this year.”
“Paddy Power wants to be at the heart of the action when it comes to the jumps, and so our partnership with Virgin Media is a critical piece of our long-term strategy to help set a fresh trajectory for the sport of kings.”
This sponsorship news backs up Paddy Power coming on board and throwing substantial weight behind the Paddy power Irish Gold Cup as part of last weekend’s Dublin Racing Festival.
“We are delighted to secure Paddy Power for the fourth year in a row as our official racing partner,” added Sorcha Brady, Partnerships Manager at Virgin Media Solutions.
“We show the biggest and best horse racing meetings from across the water with 45 race meetings to be broadcast in total this year.”
“Virgin Media One will broadcast the best days of UK horse racing including all four days of the eagerly anticipated Cheltenham Festival in March, the Aintree Grand National in April and the best in flat racing including the Epsom Derby Festival and Royal Ascot.”
“Paddy Power is the perfect fit and we look forward to activating another standout partnership across 2020.”
The deal was brokered by Core Sponsorship.