JenningsBet 'bucking the trend' as they take over Plate sponsorship

JenningsBet managing director Greg Knight admits they are "bucking the trend" by backing the Northumberland Plate on Saturday.

Many bookmakers are reducing levels of race sponsorship, including William Hill who previously supported the £150,000 Newcastle staying prize.

But Knight was delighted JenningsBet have been able to take their place this year and said: "It's been difficult in the past to get the opportunity at this level. Big showpiece events are generally tied up on long-term sponsorship contracts so we were massively delighted when the opportunity presented itself.

"The Pitmen's Derby is a key event in the racing calendar and I'm so pleased we can associate our name with it. I'm bucking the trend, I guess."

Greg Knight: 'The Pitmen's Derby is a key event in the racing calendar and I'm so pleased we can associate our name with it'Credit: JenningsBet

Epping-based JenningsBet have sponsorship deals in darts and greyhound racing but Knight is convinced of the value of racing to his business, which also back the Hopeful Stakes at Newmarket and a card at Wincanton in February.

"Horseracing is still the number one sport in the shops for us and although we've been around a long while we are trying to broaden our area," he said. "We're very well known in the south of England but not so well known in the north. We're the largest independent but 70 per cent of our shops are in London. Go anywhere north of the Midlands and no-one's heard of us so it was a good opportunity for us.

"Our online business gets us into places we have so far failed to reach, but when we look at our database it's people who are within the catchment area of our shops, who know the brand that way. TV coverage is crucial – you get 1.1 million eyeballs looking at your name. You can't beat that.

"We're hoping to establish ourselves with a long-term portfolio and get in a relationship with racing."

JenningsBet are also bucking the trend of bookmakers trying to move more business online and their Plate sponsorship coincides with a deal to expand their total number of shops to 107.

"I believe in retail," Knight said. "All the evidence I have seen since the pandemic is that people like a social hub, they like interaction with other people when they're betting. It's not a sterile experience, people enjoy seeing the race and talking about it."

The only worry for Knight, whose initial sponsorship deal includes the option of backing the Plate for two more years, is beating the latest train strike to see the race in person on Saturday.

Newcastle is doing what it can to help racegoers in light of the planned closure of the rail network. David Williams, regional director (North) for Arena Racing Company, said: "We've taken the necessary steps, we've got additional stewarding, there is more car parking and we've increased the areas we normally have for taxis."

JenningsBet Northumberland Plate card and betting

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