C4 Sales reopen bookmaker commercial partners auction for 2014 racing


Channel 4 Sales today announced it will reopen an auction process next month to identify new annual bookmaker commercial partners for 2014 to cover 90 racedays – with more packages available year on year.

Next year, Channel 4 Sales will offer bookmakers an increased nine ad sales packages in which to showcase their brands including iconic events such as Cheltenham Festival, the Grand National, the Derby and Royal Ascot.

Sealed bid auctions will take place simultaneously on Wednesday 9th October 2013. As before the auctions will be structured in two rounds. In the first round, bidders submit their bids with the top bids carried through to the second round where bidders are given an option to increase their bids. After the second round of bidding, packages will be awarded in order of bidding price, with the top bid receiving the top package.

Chris Braithwaite, Agency Principal at Channel 4 said: “Following a successful racing season this year, these ad packages are now an established commercial prospect for sports bookmakers to partner with Channel 4 Racing and align their brand with the only terrestrial broadcast destination for horseracing in the UK. Next year, we’re excited to be able to bolster this offering by creating more packages and opportunities for new partners.

“Our doors are wide open to all and we look forward to inviting bids for these valuable packages which will give advertisers increased opportunities to reach dedicated racing fans.”

Sports bookmakers should register their interest in the auction directly to Chris Braithwaite on or 0787 989 4068 as soon as possible.

Notes to editors:

  • In 2013 Channel 4 became horseracing’s sole terrestrial partner through a four year media agreement.
  • Annual bookmaker partners in 2013 include: William Hill, Ladbrokes, Paddy Power and Bet365.

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