New UK pool betting project unveils corporate identity elements

When Betfred’s exclusive The Tote pool betting licence ends this summer, a powerful new rival will be set to compete in the form of Britbet, which unveiled elements of its corporate identity this weekend.

The new brand belongs to British Racing Bet, a company formed by most of the UK’s racecourses to offer pool betting.

Industry observers have predicted that the new brand will quickly eclipse that of The Tote in July, when Betfred’s exclusive licence ends, and the Britbet brand and its slogan “By racing, For Racing” starts to appear across some 55 UK race courses.

David Williams, communications director for the company, said:

“The Britbet logo will be one of the most widely seen brands on UK racecourses when we launch and we want it to be recognisable as quickly as possible.

“We wanted to show something that welcomes racegoers who may not be familiar with the on-course betting scene but which also appeals to more regular racegoers.”

Williams added that the Britbet logo will also feature extensively across all Britbet’s digital offerings, noting:

“We are looking to build awareness ahead of our mid-summer launch with a range of ideas around the products”.

Our readers may recall that over the weekend Betfred confirmed that it was considering an offer from a racing-connected consortium to buy a 25 percent stake in the Tote for around GBP 30 million.

Media reports are that at least 49 of Betfred’s 51 on-course betting shops are scheduled to close, and several major race sponsorships inherited with The Tote licence are to be discontinued.

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