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Falling at the final hurdle – or not

Advertising continues to find new ways of reaching potential customers. Digital signage has been in sport for years, but BetVictor took the idea to another level on the racecourse at Stratford recently.

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Stratford-upon-Avon Racecourse

The bookmaker has proven that not falling at the final hurdle is not just key for the win, but also great for advertising, with the final fence on the home straight of the Stratford-upon-Avon racecourse featuring a digital sign of the BetVictor logo for the steeplechase event. It was the first gaming company to feature in an advertising campaign such as this.

Shane Stafford, BetVictor head of brand, comments: “We are proud to become the first gaming company in the world to utilise LED advertising on a steeplechase fence. We were excited to see our brand take centre space on the final fence at Stratford and interested to see where this advertising platform can take our brand in the near future.”

In partnership with Priority Sports Marketing, the company that were tasked with managing the project, BetVictor chose to have a moving graphic on a digital board on the final jump.

We were excited to see our brand take centre space on the final fence at Stratford and interested to see where this advertising platform can take our brand in the near future

Jamie Mitchell, managing director of Priority Sports Marketing, adds: “It is fantastic to see a project that everyone at Priority Sports and VM Sports has been working so hard to achieve finally going live. This represents eight months of hard work design, manufacturing and BHA trials which all culminated at Stratford on the 8th of September. Thanks to BetVictor for being the first bookmaker in the world to use the LED steeplechase boards.”

“Stratford Racecourse is honoured to be the first racecourse in the world to use interactive LED underneath a steeplechase fence,” concludes Illona Barnett, managing director at the racecourse, adding: “We believe this represents a significant step change for racing. Thank you to Priority Sports Marketing for bringing the project to life, and BetVictor for their sponsorship of the event.”

This move demonstrates that while cities and sporting events are inundated with digital signage and advertising, there are still ideas left to be utilised, such as this one.



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