BoyleSports and VirginBet ink major horse racing sponsorship deals in Ireland and the UK

Bookmakers BoyleSports and VirginBet have secured key sponsorship agreements in the UK and Ireland. In Ireland, BoyleSports, the country's largest independent bookmaker, has signed a five-year partnership with Limerick Racecourse, becoming the title sponsor of the Munster National festival through 2028.

The Munster National is a highly-regarded event in the racing calendar, and the bookmaker’s involvement is expected to boost the profile of both the race and the company.

Michael Lynch, CEO of Limerick Racecourse, emphasized the importance of the partnership, highlighting BoyleSports' longstanding support for Irish horse racing.

"As a sponsor of the Irish Grand National and many Irish race meetings, BoyleSports is a huge supporter of Irish racing, so we’re extremely happy to be partnering with a brand that is committed to championing Irish racing and helping us build on the success that Limerick Races has enjoyed to date," Lynch said.

Beyond the racing partnership, the deal includes a charitable element with Irish racehorse owners JP and Noreen McManus hosting a charity sweepstake, benefitting organizations in Ireland's Midwest region. Charities are expected to receive up to €40,000 through the initiative.

Sharon McHugh, Head of PR and Sponsorship at BoyleSports, stated: "The Munster National is a tried and tested route for horses to the BoyleSports Irish Grand National in April, so it holds a significant place in the Irish racing calendar. We are also thrilled that JP and Noreen McManus have committed to hosting such a wonderful initiative for local charities."

Across the Irish Sea, VirginBet has partnered with Chester Racecourse in the UK to become the title sponsor of the Autumn Racing Food and Drink Weekend, scheduled for 13-14 September. This deal will see VirginBet sponsor three key races, including the prestigious Stand Cup Stakes and the Watergate Cup, both of which will be broadcast on ITV and Sky Sports Racing.

The partnership builds on VirginBet’s existing relationship with Chester Racecourse, having already sponsored two races during Powells Jewellery Ladies Day. VirginBet, owned by the LiveScore Group, is keen to strengthen its presence in horse racing and sees Chester as a key platform to engage with racing fans.

Kate Dawson, Commercial Director at Chester Racecourse, highlighted the strategic value of the partnership. “Virgin Bet and LiveScore Bet are committed to being leading players in horse racing, so we are naturally delighted to announce their partnerships with our racecourse. The Saturday of our Autumn Racing Food and Drink Weekend features a fantastic card of racing, with the Virgin Bet Stand Cup Stakes and LiveScore Bet Watergate Cup both being broadcast,” she concluded.