Betfair signs with Rewards4Racing

Betfair has agreed a deal to become an exclusive bookmaking partner of the Rewards4Racing rewards programme.

Under the agreement, Rewards4Racing members will be able to collect points on their betting activity with the Betfair Sportsbook.

Bet365, Betfred and Coral have similar deals in place with Rewards4Racing.

Last year, Rewards4Racing members staked more than £1bn (€1.2bn/$1.4bn) with the company’s three existing bookmaker partners.

Members went on to purchase over 170,000 tickets to the races when redeeming points, generating more than £6m in advanced ticket sales for the programme’s racecourse partners.

“This will enable us to reward Betfair customers with regular and tangible benefits through the Rewards4Racing platform and the partnership will help us increase the reach of the flagship Betfair sponsorships in the racing calendar,” Betfair brand director Stephen Mault said.

“It will also offer racing fans greater opportunities to attend race meetings more frequently, underlining our long-term commitment to British Racing.”

Tom Cowgill, co-founder and director of Rewards4Racing, added: “Betfair has an ever-increasing portfolio of high-profile sponsorships within British racing and I’m certain that their participation on the programme will prove to be a great addition for our members.”

Related article: Paddy Power Betfair names new UK, Ireland marketing chief