Kempton’s King George VI Chase has a new sponsor in 32Red, an online bookmaker, replacing William Hill, which has had its seven-year tenure ended by the row over authorised betting partners. Racing’s new policy is that bookmakers may sign new sponsorship deals with participating racecourses only if they contribute to the sport from their online profits; 32Red qualifies but Hill’s does not.
The deal was announced at a press conference here on the morning of 32Red’s flagship Flat-racing sponsorship of Haydock’s Sprint Cup, a Group One contest worth £162,000 to the winner. Prize money for the King George on Boxing Day is to be maintained at £200,000 and the initial deal is for three years.
Ed Ware, the chief executive of 32Red, said the timing and location of the announcement had personal significance for him, being 11 years almost to the day since his firm was floated on the stock exchange. On that day, Ware was at Haydock to watch Rawdon win in his colours under Hayley Turner, which he recalled as her first success after riding out her claim.
32Red now has a large portfolio of race sponsorships, much of it at the grassroots level, and backs more races than any other bookmaker. “We see the value of investing in racing,” Ware said. “It’s a good way of attracting customers, an excellent way of extending our brand in public, in front of the right people. We’re always in the market [for new sponsorships].”
Phil White, who manages Jockey Club-owned tracks in the south-east, thanked William Hill for its long-term support at Kempton and said he hoped to do business again with the company in the future. He said in a statement: “The 32Red King George VI Chase has been won by some of the best steeplechasers we will ever see, with Desert Orchid winning the race on four occasions and Kauto Star going one better to post a record that may never be matched.
“Last year’s finish between Cue Card and Vautour was one of the most exciting I’ve witnessed and the scenes when Sprinter Sacre came back into the winners’ enclosure the next day after winning the Desert Orchid Chase was an emotional moment for even our hardiest racegoers.
“I look forward to seeing what unfolds at this special race meeting this year now, with 32Red’s most valued backing, as well as on 32Red Lanzarote Hurdle Day, 32Red Tolworth Hurdle Day and across the rest of their sponsorship portfolio with Jockey Club Racecourses.”
