|Leading betting exchange, Betfair, announced it will sponsor test cricket on Channel 4 this summer. It is the award-winning company’s first broadcast sponsorship. |
Beginning on May 22nd, the Betfair and Betfair Poker sponsorship will cover the power test cricket series: England v Bangladesh and England v Australia. The six-figure deal also includes The Cricket Show, a weekly half-hour show transmitting from 22nd May until 10th September and Betfair branding throughout www.channel4.com/cricket.
Live coverage and highlight programmes begin on 26th May until 30th May when England play Bangladesh. From 3rd to 7th June, highlights from the previous week’s play will be shown. Live coverage and evening highlights from The Ashes begin on 21st to 25th July with further tests being played from 4th to 8th August, 11th to 15th August, 25th to 29th August and finally from 8th to 12th September.
‘We are delighted to be able to announce our first broadcast sponsorship with C4 for The Ashes this summer,’ said Paul Witten, Betfair’s Head of Customer Acquisition, ‘The Ashes is the highlight of the sporting calendar and the most eagerly-awaited series for a number of years. We are confident that Betfair’s involvement will give the C4 armchair viewer an insight into a new and exciting way to bet.’