London-listed betting and gaming operator Paddy Power Betfair has been unveiled as the Daily Mirror’s headline Saturday horseracing sponsor for the 2016 season.

The operator will provide sponsored content within the weekly racing pull-out distributed inside the newspaper.

Digital content and advertising will also feature in the sports section of the Mirror’s website and across the Mirror’s racing channels, including location-specific content for users of the Mirror’s mobile app.

“This is a great partnership opportunity for Paddy Power Betfair given the rich heritage both we and the Mirror have in horseracing,” said Stephen Mault, head of marketing at Paddy Power Betfair. “We’re excited to be aligned with the relevant and high quality editorial of Mirror Racing and provide readers with consistently great offers and prices.”

Andy Atkinson, sales director at Daily Mirror owner Trinity Mirror, said: “Horseracing has been an integral part of our sports coverage for many years, with a dedicated, loyal and highly engaged audience in print, online and across our national and regional newsbrands.

“As a news brand we can uniquely offer the impact of print, a very large but highly-targetable online audience and highly respected sports journalism - making us the perfect partner for Paddy Power Betfair to grow their brand awareness amongst racing fans.”

It is the second gaming partnership deal this month for the British tabloid newspaper, after it signed up William Hill as its exclusive football partner.

 

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