The UK horse racing channel Racing UK has signed up ale brand John Smith's.
According to Sports Business, the deal means that John Smith's will become the channel's first Platinum partner and the exclusive drinks partner. In turn, John Smith's will receive significant advertising on the Racing UK platform.
This is the first time that non-racing adverts are being made available around Racing UK programming. The channel is also seeking a further four platinum partners in the automotive, travel, finance and construction sectors.
John Smith's will be running 30-second spot ads during each of the John Smith's-sponsored racedays at Racing UK courses, as well as around some of the channel's key events through 2008.
"Attracting a brand like John Smith's is a great filip for Racing UK and also gives us every confidence that other big brands will follow suit and take the opportunity to join our platinum partner programme," said Nick Mills, Racing UK sales and marketing director.