Online gambling company Betfair has agreed a two-year deal with the Chester Race Company to become the official Wi-Fi and digital gaming partner of Chester Racecourse.
The agreement covers the 2014 and 2015 seasons and also includes Chester Race Company's nearby Bangor-on-Dee Racecourse.
The new partnership will be known as the ‘Always on Campaign’ and will be powered by Wi-Fi from UK telecommunications provider O2. Chester Racecourse successfully trialled O2 Wi-Fi during the 2013 racing season.
In addition, the agreement also involves sponsorship of four races at the annual Boodles May Festival. Betfair will also support entire cards on racedays at both courses in September.
Richard Thomas, chief executive of Chester Race Company, said: “The rich customer data harvested through Wi-Fi and Chester Race Company’s bespoke CRM system allows the Company to fully understand footfall, consumer behavior and allows detailed data interrogation, allowing the Company to strategically inform Betfair on how to communicate and reward existing customers as well as how to activate new ones.”