The Age newspaper reports that the Australian division of international online betting exchange Betfair has clinched a valuable marketing and sponsorship deal with the Melbourne Racing Club which will see the Sandown Racecourse being re-named Betfair Park.
Betfair has secured the naming rights to the course through an innovative three-year sponsorship that will give Betfair on-course signage race sponsorship at both Sandown and the club's other racing venue, Caulfield. The sponsorship also provides for promotional activity at race days during the major spring and autumn carnivals.
It will be the first time any Victorian racecourse has carried a sponsor's name.
The deal comes into effect this weekend with sponsorship of the Group Two Betfair Sandown Guineas for three-year-olds.
Melbourne Racing Club chief executive Warren Brown welcomed Betfair's involvement but added that the club "…fully acknowledge and respects both Tabcorp and the current wagering model. The TAB since its privatisation has been the financial backbone of the Victorian racing industry and will so remain," Brown said. "But this sponsorship arrangement recognises the additional revenue opportunities for racing by embracing technology and innovation.
"This announcement is indicative of the advertising opportunities now available since the recent relaxation by government of legalization relating to all interstate wagering operators including TABs and bookmakers advertising in Victoria."