Betfair do deal on naming rights in US

Soon to be named “Betfair Hollywood Park”

Betfair US a subsidiary of the UK Company has entered into a five year naming rights deal with the Hollywood Park Racing Association .

Under the terms of the deal, Hollywood Park , a thoroughbred race course in Inglewood, California will be renamed “Betfair Hollywood Park” in what is claimed to be the first venue naming rights agreement in the U.S, and could mean many more such moves for the leading UK company in the US.

Mirroring the Betfair Lounge at Ascot Racecourse, Betfair will undertake infrastructure investments & improvements at the facility to create the Betfair Club & Betfair Lounge offering customers modern surroundings & state of the art technologies. Upgrades are subject to the confirmation of historic racing dates for 2013.

Betfair-owned American Horseracing Network TVG will produce the Betfair Hollywood Park simulcast signal & related TVG television programming to promote all events with a view to driving attendance at live racing events.

Additional promotional efforts will concentrate on driving a younger demographic to the venue & introducing that group in wagering on horse races using Betfair UK’s experience where its punters are interestingly 20 years younger on average than U.S. horse race goers & punters. .

“We are deeply committed to changing US horse racing for the better & are delighted to find a partner in Hollywood Park Racing Association willing to take the bold step of trying to change every facet of the racing experience to appeal to a broader, younger audience,”said Stephen Burn , chief executive officer of Betfair US & TVG.

The California Horse Racing Board is considering regulations that would make possible the implementation of exchange wagering on horse racing by California residents, should this happen Betfair are in an ideal position to strengthen their brand in the US market ahead of any new legislation.