Ahead of the start of the prestigious Cheltenham Festival later this month, Boylesports has signed a deal to sponsor segments of the new dedicated sports betting Internet TV service, The Betting Channel, under which the Irish independent bookmaker will contribute odds, markets and guests every Tuesday, while benefiting from branding on the show.

The Betting Channel was launched in January aiming to deliver an unrivalled betting-focussed programme to both customers and bookmakers, with support from Satellite Information Services (SIS), the news and sports coverage provider which is part-owned by UK bookmakers Ladbrokes, William Hill and the Tote.

The channel streams via TheBettingChannel.tv, broadcasting from 9am to 11am Tuesday to Sunday each week, with Boylesports to place guests and display prices every Tuesday.

Under the deal, Boylesports’ logo will also appear on studio backdrops as well as graphics, with the sponsorship concluded ahead of the Cheltenham Festival, the most prestigious meeting in the UK’s National Hunt racing calendar which takes place from March 16th until 19th 2010.

As part of the deal, Boylesports’ Head of PR, Leon Blanche, together with Entertainment Spokesperson Nicola McGeady, will join regular show host Alan Bentley and guests such as Racing Post’s Mark Couch Winstanley and former Arsenal footballer Perry Groves to preview betting on a range of sports and entertainment events.

“It’s fantastic to have Boylesports on board and we look forward to working with Leon, Nicola and the rest of their team,” said Alan Bentley, the Betting Channel founder and presenter. “In being able to tailor our output to benefit our partners, we believe that we offer a prime platform for bookmakers to communicate with a large audience of bettors and sports enthusiasts in a truly interactive way.

“This is particularly the case when there’s a major event to focus on, which makes it even more exciting to have this partnership in place ahead of Cheltenham,” added Bentley.

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