THE JOCKEY CLUB, the largest commercial group in British horseracing, is exploring opportunities with one of the UK’s “Big Four” bookmaker brands to partner a mobile app that will help drive commercial revenues at its 14 leading racecourses.
The Group-wide mobile betting opportunity follows William Hill’s five-year betting partnership deal with The Jockey Club’s Epsom Downs for the Investec Derby.
Part of that agreement included collaboration on a new racecourse iPhone app, which will be used as the template for the new nationwide app currently in development.
A nationwide deal would create new revenue generating opportunities during the 25-minute gaps between races.
Talking at the Sport and iGaming Conference, Paul Fisher, Jockey Club Racecourses’ group managing director, observed that queues for the Tote at race courses are diminishing due to the increasing use of smart phones to place bets. The development of the new app is an extension of this trend.
In the long-term it is hoped punters will be able to order drink and beverages on their phone, but in the shorter-term the app could be used to deliver brand messages and capture data.
Betting operator brands apart, Fisher said that The Jockey Club’s ability to attract consumer brands such as Jaguar and Investec to the sport was contingent on two-way access to CRM data.
A ticket scheme linked to loyalty (www.Rewards4Racing.com) is part of that data capture strategy, and the app could further enhance the data’s value.