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Betfair signed a two-year partnership deal with Chester Race Company

Chester race courceOnline gambling company Betfair has agreed a two-year deal with the Chester Race Company to become the official Wi-Fi and digital gaming partner of UK horseracing venue Chester Racecourse.

The agreement, which covers the 2014 and 2015 seasons, will also include Chester Race Company's nearby Bangor-on-Dee Racecourse.

The ‘Always on Campaign’ partnership will be powered by Wi-Fi from UK telecommunications provider O2.

Chester Racecourse successfully trialled O2 Wi-Fi during the 2013 horseracing season and has now opted to push ahead with the Betfair deal.

In addition to the Wi-Fi agreement, Betfair will also sponsor four races at the annual Boodles May Festival, as well as supporting entire cards on racedays at both courses in September.

Richard Thomas, chief executive of Chester Race Company, said: “The rich customer data harvested through Wi-Fi and Chester Race Company’s bespoke CRM system allows the Company to fully understand footfall, consumer behavior and allows detailed data interrogation, allowing the Company to strategically inform Betfair on how to communicate and reward existing customers as well as how to activate new ones.”