William Hill has agreed to sponsor UK commercial broadcast ITV’s horse racing programming.
As of this month, ITV has become the new home of terrestrial coverage of racing, after the sport switched from Channel 4.
William Hill will support the broadcaster under an initial one-year deal, with the bookmaker to sponsor ITV’s live programming across the main ITV channel and ITV4, in addition to a magazine program on ITV4.
ITV’s live coverage began with the New Year’s Day meeting at Cheltenham.
“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,” William Hill chief customer officer Cem Miralay said.
Kelly Williams, managing director, commercial, at ITV, added: “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.”