William Hill To Sponsor ITV Racing Coverage

William Hill has agreed a partnership with ITV to become the programme sponsors of the broadcaster’s new racing coverage.

The initial one-year deal will see the bookmakers sponsoring ITV’s live broadcasts of almost 100 days of racing across its main ITV channel and ITV4, in addition to a magazine preview programme on ITV4, with William Hill idents.

The ITV racing agreement adds to William Hill’s sponsorship portfolio which already includes partnerships with football clubs Chelsea, Tottenham Hotspur and Everton, and title sponsorships of the William Hill Scottish Cup, William Hill World Darts Championship, and Scotland’s richest flat race the William Hill Ayr Gold Cup.

ITV’s racing coverage will be led by main presenter Ed Chamberlain alongside a range of talent including Francesca Cumani co-presenting the Flat Season, Oli Bell presenting weekly magazine programme The Opening Show and pundits such as AP McCoy, Frankie Dettori, Victoria Pendleton, Mick Fitzgerald and Hayley Turner.

Cem Miralay, chief customer officer, William Hill said: “We’re delighted to be the new sponsors of ITV Racing. The new format on ITV is set to attract millions more viewers to the sport and we’re excited to have this opportunity to engage with this new audience on a weekly basis.”

Kelly Williams, ITV managing director, commercial said: “The launch of our racing coverage is an exciting new event for ITV and I look forward to working with William Hill which has such a history with the sport.”