Wednesday April 2,2014 : UK RACECOURSE IN WIFI PARTNERSHIP WITH BETFAIR
Data provides strategic tools to retain existing and activate new racegoing customers
Betfair has signed a two-year agreement with Chester Race Company becoming the Chester and Bangor-on-Dee racecourse's Official Wi-Fi and Digital Gaming Partner for the 2014 and 2015 season.
The partnership known as the "Always on Campaign" was initiated following an O² Wi-Fi trial at Chester Racecourse during the 2013 season which revealed "significant insight" into how racegoers interact through Wi-Fi and digital media during a race day.
Based on the results of the trial, CRC and Betfair began the development of an integrated Wi-Fi, digital and sponsorship partnership that places emphasis on Betfair using CRC's Wi-Fi; growing digital assets to ‘power the thrill of racing’ and to ‘own’ the assets rather than just ‘badge’ them.
Richard Thomas, chief executive of Chester Race Company said: "The rich customer data harvested through Wi-Fi and Chester Race Company’s bespoke CRM system allows the Company to fully understand footfall, consumer behavior and allows detailed data interrogation, allowing the Company to strategically inform Betfair on how to communicate and reward existing customers as well as how to activate new ones”.
Betfair's partnership with CRC also involves more traditional sponsorship in the form of four races at the Boodles May Festival which include the £60,000 ‘Betfair Price Rush Huxley Stakes’ and the £75,000 ‘Betfair Cash Out Dee Stakes’. Betfair will also support entire cards on racedays at Chester and Bangor-on-Dee in September.
‘’Innovation has always been key to Betfair and that same innovation is central to our continued growth. We consider free Wi-fi powered by a trusted network as crucial to our customers enjoying a day at the races. Betfair are delighted that Chester share our vision and commitment to drive sporting sponsorship and customer experience into the new age that we live in,” concluded Andy Holmes, Sponsorship and Activation Manager for Betfair.