Unibet seals Derby Festival betting partnership
Three-year deal suggests Kindred will continue to pursue a dual-brand strategy in UK sportsbook market
Kindred Group’s Unibet brand has struck a deal to sponsor the Investec Derby Festival, a move which indicates the operator will continue to pursue a dual-brand strategy in the UK sportsbook market.
The operator has struck a three-year deal with Epsom Downs Racecourse to become the betting partner for the two-day flat facing festival, which includes the famous Investec Derby.
Ed Nicholson, head of racing communications and sponsorship at Kindred Group said: “The Investec Derby remains the most prestigious flat race in the world.
“It is a British institution whose history and tradition resonates around the globe, and Unibet are honoured to be associated with such an iconic race as official betting partner.”
The deal, which does not include sponsorship of The Derby itself, would appear to confirm the Stockholm-listed company will operate both its Stan James and Unibet brands in the UK market for the foreseeable future.
Kindred Group CEO, Henrik Tjärnström previously told EGR Intel earlier this year that the operator was still evaluating its options with regards to the future of the two brands, having acquired Stan James in 2015.
In other racing news today, 188BET has also replaced Betway as the title sponsor of the 2017 Chester Cup.
188BET’s managing director, Nigel Singer, said: “We fully recognise the standing of the race together with its prominence within the racing calendar and we look forward immensely to working with Chester Racecourse as we head towards the big day on Wednesday, May 10th.
“This agreement again reinforces our sustained commitment to fully supporting UK horse racing at the sponsorship level and beyond.”