What's in a name: new racecourse pool rival to Tote to be called Britbet
The racecourse-led pool betting project which will challenge the Tote from July this year is to be known as Britbet.
The brand will be seen both on its partner racecourses, which include the majority of Britain's tracks, and through the partnership's remote betting platforms.
Britbet director of communications David Williams said: "With less than six months to go until our launch we are delighted to announce Britbet as the customer-facing brand.
"We are working on some exciting ideas for Britbet which will bring the brand to life and the next few months will see those plans come to fruition ahead of going live in July."
Betfred's seven-year exclusive licence to run pool betting on British racing, which they received when they bought the Tote in 2011, runs out in July, meaning that for the first time there will be competing pools into which British punters will be able to bet.
Britbet has 55 racecourse partners, although the likes of Ascot, Chester, Bangor and Chelmsford City will have their own arrangements.
Williams added: "Our aim is to make Britbet synonymous with British racing and our racecourse partners while delivering a first-class experience for customers on and off the racecourses. It will be a genuine 'by racing, for racing' operation, which is something we believe customers will embrace.
"Our focus remains on launching Britbet across our racecourses in July; this significant brand presence will also be enhanced by allowing customers to access the pools via our own remote betting platforms and it is something we're looking forward to delivering."
The choice of name for the new operation has not been without its hiccups as Betfred registered Britbet as a trademark late last year.
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