Betfair Partners with Absolute Radio for Cheltenham Festival

Arena Media has secured a partnership for Betfair with Absolute Radio to mark The Cheltenham Festival (10th - 13th March); the biggest sporting event in the betting calendar.

The partnership activity, which kicks off on Ian Wright's ‘Rock & Roll Football' show on Saturday 7 March, will support the latest evolution of Betfair's ‘This Is Play' strategy ‘Tap Tap Boom', which showcases how simple Betfair is to use. The promotion will continue to run on the Christian O'Connell Breakfast Show until Friday 13 March with the Breakfast Team themselves attending the Festival on the Wednesday.

Throughout the week listeners will hear ‘Betfair Barry' preview the day's racing and will also be able to win a combination of cash and Cheltenham Festival experiences. Radio was chosen by Arena Media as a key channel for the target audience and Absolute selected with its mass reach and a commitment to sports programming at its heart.

Stephen Mault, Head of Media at Betfair, said: "We're genuinely excited about this partnership; it's the perfect platform for us to truly bring to life our ‘This Is Play' brand strategy whilst the execution itself enables us to showcase our new campaign Tap Tap Boom. Partnering with Absolute Radio for Cheltenham shows our commitment to our Horse Racing product and should enable us to stand out from the competition."

Henry Daglish, MD at Arena Media, added: "We're delighted to partner with Absolute Radio and confident that it will deliver the necessary cut through to portray Betfair as the innovative brand that they are. Building the Cheltenham campaign around a radio promotion highlights our joint ambition to break category norms - something that's increasingly pertinent given the ever-changing TV landscape."