Rank Interactive Sponsorship Deal
By philip
Rank Interactive have a clever scheme to get round the ban on bookmakers sponsoring certain sporting events. Because the ban does not prohibit online casinos from entering in to sponsorship contracts, they plan to use their HardRockCasino.com brand to support horse racing on the AtTheRaces TV channel.

The casino will sponsor U.S horse racing on the channel, which goes out daily on Sky, NTL and Telewest, in a deal lasting until March next year. Rank hope that punters will follow the link from the casino site to Blue Square, its sports betting site. Ed Andrewes, Rank Interactive's commercial director, acknowledged the potential crossover to NewMediaAge.com: 'the synergy between a betting audience and our online casino is a natural one and equally viewers can cross over to Blue Square for direct access to the US pools.'

This ‘synergy’ between sites seems to be part of Rank’s ongoing marketing business strategy. Last October it introduced a system that allows people to bet across its three sites from a single account a move which, according to Rank, has seen 'dramatic rise in turnover' for the HardRockCasino.

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