32Red announced as new sponsor of Sprint Cup
Twilight Son won the 49th running of the Sprint Cup
Among one of the founding members of British racing's Authorised Betting Partner initiative, 32Red will sponsor the full card on Sprint Cup Day in 2016, and will undertake sponsorship of the entire three-day meeting in 2017 and 2018.
The online bookmaker replace Betfred, whose decision to not become a member of the ABP saw them lose sponsorship of the Cheltenham Gold Cup in March to communications service provider Timico.
"We're thrilled to welcome 32Red as the new sponsor of Sprint Cup Day in its 50th year," said Jason Fildes, Haydock Park general manager.
"The Sprint Cup is steeped in history and this year's 32Red Sprint Cup is already lining up to be another spectacular race," he continued.
"I would like to thank outgoing sponsor Betfred for their generous support but warmly welcome a new and exciting partnership with 32Red – we look forward to continued success of the biggest and most prestigious raceday of Haydock's Flat season with the backing of an esteemed new partner."
'Our focus has always been the UK'
Ed Ware, chief executive of 32Red, was thrilled to further expand their racing sponsorship portfolio, and said: "We are delighted to be sponsoring the 32Red Sprint Cup at Haydock for the next three years, at least, and this further underlines our strategy to grow our profile and market share in British Racing.
"Our focus has always been the UK. We are a levy-paying Authorised Betting Partner of British Racing, 32Red is licensed by the UK Gambling Commission, and we spend around £20m a year in marketing and advertising here.
"This is a very prestigious Group 1 race, with a superb history and roll-call of past winners. It is often a stallion-maker too and we are proud to be associated with the event."
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