BetStars, SeanieMac sign up to British Racing scheme

BetStars, the new sportsbook brand operated by Amaya-owned PokerStars, and independent Irish gaming company SeanieMac have both signed up to become authorised betting partners (ABP) of the British Horseracing Authority (BHA).

Although the terms of both agreements were not disclosed, it was confirmed that BetStars and SeanieMac will contribute a percentage of their profits to support and promote British horseracing.

In return, the firms will benefit from sponsorship and branding opportunities at racing events governed by the BHA, at tracks owned by Arena Racing Company or the Jockey Club.

“The birth of betting in the UK was driven by horse racing and it’s important that it is given the opportunity to grow and flourish,” BetStars’ director of trading Ian Marmion said.

“We are proud to partner with one of the most popular and exciting sports in the world, and feel it’s important that we make our contribution as a new entrant to the sport.”

SeanieMac will be active in the partnership through its own brand as well as under Apollobet UK, the operation it recently acquired.

Shane O'Driscoll, chief executive of SeanieMac, added: “Two years after launching our first betting website, we have set 2016 to achieve some major milestones in launching a new platform, securing key sponsorships and aggressively growing our business.

“As soon as we file our audited financials for 2015, we will be providing updates and projections for 2016.

“We think it will be a truly groundbreaking year for us.”

Related article: Sky Betting and Gaming signs up to BHA partnership scheme