UK Bookmakers bid for TV horseracing coverage

British public-service television broadcaster Channel 4 embarked on an unconventional route to secure commercial partners for its 2013 horseracing season which is kicking off in January with expanded Claire Balding-fronted coverage.

The channel used a blind auction process overseen by an independent adjudicator to award various coverage packages.

William Hill, Ladbrokes and Bet365 were successful and are the official betting partners for the IMG-produced footage effective January 2013.

A further blind auction will be held for live odds partnership packages.

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