Eleven Title Races, Enhanced ITV Coverage, and Strategic Brand Integration Strengthen Coral’s Presence in British Racing
Coral Deepens Roots in UK Racing with Goodwood Deal Extension
Coral, one of Britain’s most established betting brands, has reaffirmed its long-term commitment to British horse racing by extending its sponsorship of the Qatar Goodwood Festival for an additional three years, taking the deal through to 2027. The renewed agreement will see Coral retain naming rights to 11 races across the prestigious five-day summer event, solidifying its role as a key partner in one of the UK’s racing calendar highlights.
This marks Coral’s sixth consecutive year as a major sponsor of the event, reinforcing a strong and enduring alliance with Goodwood Racecourse, which continues to evolve as a premier destination for high-profile racing and luxury entertainment.
Broadcast Power: Expanding Coral’s Reach on ITV
As part of the deal, nine of Coral’s 11 sponsored races will be broadcast live on ITV, one of the UK’s main terrestrial channels. Among these are the Group 2 Coral Vintage Stakes, traditionally held on opening day, and the Coral Stewards’ Cup, which closes out the festival on Saturday.
ITV’s continued coverage provides Coral with a high-visibility platform to engage with a broader mainstream audience, beyond just racing enthusiasts. The televised exposure also underscores Coral’s strategic marketing focus on digital engagement and brand storytelling, with upcoming video content planned around the festival’s narrative.
Strategic Marketing Alignment with Entain’s Global Vision
As part of the Entain Group, Coral benefits from an umbrella strategy that blends sports betting, digital gaming, and responsible gambling. Entain CMO Charlotte Emery is also participating in this year’s Markel Magnolia Cup on 31 July—an all-female charity race—which adds a human-interest angle and CSR element to Coral’s sponsorship portfolio.
The brand’s approach is holistic: not just naming races, but also producing content, engaging in social campaigns, and promoting fixed-odds betting responsibly. These efforts strengthen Coral’s position as not only a betting partner but a storytelling and experiential brand within UK racing.
Global Synergies: Goodwood’s International Partnerships
The Coral-Goodwood relationship unfolds within a larger context of international collaboration. Earlier this year, Goodwood Racecourse entered into a transatlantic partnership with 1/ST, organisers of the Pegasus World Cup in Florida. This initiative enables reciprocal entry privileges for race winners between the two venues, opening doors for greater international recognition and competition.
This global outlook aligns with Visit Qatar’s presenting sponsorship of the event and reflects the increasing interconnectivity between horseracing markets worldwide—an ecosystem where brands like Coral are positioning themselves as versatile global players.
Final Thoughts
The extension of Coral’s sponsorship through 2027 is not just about visibility—it’s about legacy, evolution, and deeper integration within the sport’s ecosystem. With high-profile race naming rights, national TV exposure, digital content initiatives, and international synergy, Coral is leveraging every tool available to maintain its foothold in the ever-changing landscape of British racing sponsorship.
This deal cements Coral’s identity as more than a bookmaker—it positions the brand as a cultural stakeholder in British horseracing.
