Media Week reports that the Internet betting site Ladbrokes.com has signed a six-figure deal to sponsor horse racing television channel Racing UK.
A spokesman said that the deal will give Ladbrokes.com exposure across the channel and its recently relaunched website, which includes on-demand video content and live streaming.
The channel has also announced renewed year-long deals with existing bookmakers Blue Square, Sky Bet and VC Bet.
The sponsorship packages, which are the same for every advertising partner, will give each company a monthly audience 400 000 racing enthusiasts.
Each sponsor will also have the chance to communicate with subscribers to Racing UK via its quarterly club pack, while on-air and online competitions run by the company around key race meetings will give further exposure to audiences.
Racing UK is part of the Setanta Sports pack and includes coverage of every race from Britain's top 30 racecourses.