UK operator William Hill has welcomed four representatives of the Irish horse racing sector to its brand ambassador lineup. The new additions include a trainer, a presenter and two jockeys.

According to the announcement, Irish trainer Gavin Cromwell, presenter and broadcaster Jane Mangan and National Hunt jockeys J J Slevin and Sean Flanagan are joining the gambling company’s team. The new additions align with William Hill’s desire to support and promote horse racing in the United Kingdom, Ireland and beyond.

As part of William Hill’s ambassadorial team, the four new additions will provide blogs, covering the latest developments in the world of professional horse racing. In addition, they will produce video content that will be distributed across the operator’s social media platforms, allowing it to engage fans of the sport.

The new ambassadors will commence their activities just in time for the Dublin Racing Festival where Slevin will team up with Fastorslow. The new deals also come in the wake of the extension of William Hill’s sponsorship of the William Hill Champion Chase on the opening day of the Punchestown Festival. As announced, the bookmaker will continue to sponsor the event over the next three years.

The Bookmaker Welcomed the Four Personalities

Andrew McCleave, William Hill Ireland’s head of marketing, welcomed the new additions to the bookmaker’s ambassadorial team.

We are delighted to announce Gavin Cromwell, J J Slevin, Sean Flanagan and Jane Mangan as our new horse racing ambassadors in Ireland. All four are very talented in their fields and will be able to offer fascinating and unique insight to our followers.

Andrew McCleave, head of marketing, William Hill Ireland

McCleave noted that his company has been a fervent supporter of the United Kingdom’s racing industry for years. William Hill now aims to also “position itself at the heart of racing” in Ireland as well, the head of marketing explained.

McCleave also commented on the extended William Hill Champion Chase at the Punchestown Festival sponsorship, saying that it further reflects the bookmaker’s desire to “get into the DNA of Irish racing.”

In the meantime, William Hill also minted a new partnership with Off The Ball, an Irish sports media company. McCleave is convinced that this deal will further increase his company’s exposure in the world of Irish Racing.

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James Browne, the Irish minister tasked with revamping the industry, says gambling harm must be addressed. In an interview with The Irish Sun, Browne slammed the scaremongering accusations that the new rules will land people in jail over betting tweets.

Thanks to his experience as a barrister Browne was tasked to regulate Ireland’s gambling industry by Tanaiste Micheal Martin himself. Many of Ireland’s gambling laws are almost a century old, sparking the need for urgent changes. However, Browne’s proposals have aggravated operators, sparking claims that the new regulations would devastate the horse racing industry.

In his interview with the Irish news outlet, Brown defended his vision for Ireland’s gambling sector, emphasizing the dangers of gambling harm. He said that he has personally known gambling addicts and believes that the Irish society doesn’t take the matter as seriously as it should. He reminded the public that the issue is very serious and that everyone is at risk.

Browne pointed out that, unlike other types of addiction, gambling addiction can be invisible to a person’s loved ones, which makes it very dangerous. He reiterated the importance of protecting local consumers in light of a recent study that showed there are approximately 130,000 problem players in the country.

Because of that, Browne and the Irish regulator seek to introduce new fines and possible jail sentences for operators and executives that violate Ireland’s safer gambling rules. In addition, the new regulations would ban betting ads from airing before 9 pm and will prohibit enticing offers such as free bets.

However, these measures do not sit well with the industry.

Browne Slammed the Scaremongering That Is Going on

In his interview with The Irish Sun, Browne said that the new measures are impeded by “extreme intensive lobbying.” Racing TV and At The Races, on the other hand, recently expressed their concerns, saying that the advertising ban may force them to exit the Irish market.

Racing TV, for example, said that the ban may cost it EUR 2 million. Browne, however, said that the broadcaster is yet to provide any evidence of that. He added:

Even if you accept the €2m — which is questionable — that’s a tiny fraction of a contract worth hundreds of millions of euros and a contract that was entered into in the face of Government policy.

James Browne

Browne added that the new policy will not change what types of betting are permitted or what events customers can wager on. As a result, broadcasting should not be as impacted as Racing TV claims, he concluded.

Browne also slammed recent claims that people could be jailed for social media posts about bets. He called this “scaremongering” and confirmed that people will not face charges for retweeting odds.

Finally, the Minister refuted the claims that the new public health measures would devastate the racing sector, saying that horse racing companies will likely just revert to sponsors that are not gambling companies.

Despite that, Browne conceded that the legislation would still need certain tweaks before it is ready to be signed into law. Browne confirmed that his team is working on amendments that address a problematic measure that would have introduced betting limits of EUR 10 for games with fixed odds, effectively hurting the poker sector.

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Ireland’s Minister of Finance, Michael McGrath, presented the country’s budget for the upcoming year, omitting any mention of the planned increase in the betting levy. The proposed change, an initiative first championed by the Labour Party, would see the tax rate rise from 2% to 3%, with the additional funds earmarked to support domestic sports projects.

An Increase Would Have Hurt Retail Bookmakers

Despite earlier discussions and support for the increased betting levy, Minister McGrath did not comment on the matter during the budget presentation, instead indicating that the government would explore the possibility of tax raises in the future. This delay in implementing the levy increase is a relief to retail bookmakers in Ireland, who were concerned about additional taxation. 

The Irish Bookmakers Association (IBA) had previously expressed reservations about further betting tax increases, labeling them as unsustainable and detrimental. IBA chair Sharon Byrne noted that the recent economic downturn placed immense financial pressure on betting shops, with many teetering on the edge. The country’s gambling industry is in a tight place, as the number of shops recently reached an all-time low of roughly 750.

If the tax goes up again, they will be in deeper trouble. Hopefully, we have provided enough data and facts to demonstrate how another increase at a retail level is just not sustainable.

Sharon Byrne, IBA chair

Fortunately for betting shops, the new Irish budget omits mentions of levy increases, meaning they will be safe at least until 2024. The delay should hopefully give the government and stakeholders time to consider the best approach for boosting domestic sports without hurting the struggling retail betting sector. Byrne also urged the Irish regulator to address black market operators and safeguard local shops.

The Government Remains Committed to Supporting Sports

The proposal for the betting levy increase hoped to ring-fence additional revenue to fund domestic sports facilities, focusing on supporting football teams and addressing gender equality issues. The Football Association of Ireland (FAI) has requested €517 million ($549 million) from the Irish Government, placing a significant burden on the system. 

Minister McGrath noted that the government needed more time to determine how taxes could effectively support sports organizations in Ireland. He reaffirmed the government’s continued interest in exploring potential tax measures to benefit such initiatives. McGrath added that the current system provided significant reliefs to sporting organizations and charities, but stressed it could do significantly better.

I intend to examine how the tax system can be utilized to further support these organizations… This will involve examining the tax treatment of long-term strategic development funds.

Michael McGrath, Ireland Minister of Finance

The decision to postpone the betting levy increase in Ireland’s budget indicates a measured and deliberate approach by the government in exploring how tax measures can best support domestic sports projects. While the discussion will continue in the coming year, this budget decision provides temporary relief for the retail bookmaking industry.

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French lottery operator Française des Jeux (FDJ) has made a significant move in the international gaming market with its agreement to acquire Premier Lotteries Ireland (PLI), the operator of the Irish National Lottery. The acquisition marks a strategic expansion for FDJ into the Irish gaming landscape, solidifying its position as a key player in the global lottery industry.

The Acquisition Will Elevate the Irish Lottery Experience

For FDJ, the acquisition presents an opportunity to leverage its expertise and experience in lottery operations, bringing a fresh approach and innovation to the Irish market. With a reputation as one of Europe’s leading lottery operators, the company is well-equipped to enhance the Irish National Lottery’s offerings and deliver an exceptional gaming experience to its customers.

Current Irish Lottery operator PLI recorded a GGR of €399 million in 2022, donating nearly €260 million to over 4,000 deserving causes. The new owner’s extensive experience will be instrumental in maintaining the organization’s community-focused approach and ensuring enduring relevance. FDJ chair and CEO Stéphane Pallez noted that the two companies shared a common vision, significantly aiding future integration.

FDJ… remains faithful to its recreational, responsible, and redistributive gaming model. We look forward to working together.

Stéphane Pallez, FDJ chair and CEO

The acquisition agreement will see FDJ acquire all of PLI’s assets, taking over its license to operate the Irish National Lottery until 2034. The French company has a history of success, posting impressive FY22 Results and demonstrating its capability to create balanced value in the medium term while remaining socially responsible. PLI’s acquisition should complete in H2 2023 after regulatory approval.

FDJ Acquires a Well-Established and Successful Business

The Irish National Lottery, established in 1987, has been a prominent fixture in the country’s gaming market, offering a diverse range of games and contributing to charitable causes through its funding allocation. PLI secured its 20-year operational license in 2014, rapidly modernizing the lottery to stay in touch with technological developments.

PLI has over 200 employees across 5,300 retail points and operates roughly 45 draw and instant win games. The operator’s success recently drew the attention of the Czech operator, but FDJ acted swiftly and secured the deal. Integrating such an expansive business will present short-term challenges for the French company but promises significant long-term returns.

With FDJ’s enduring commitment to innovation and responsible gaming practices, the Irish National Lottery is poised for continued growth and success, maintaining its contributions to the welfare of communities and players. The gaming industry will watch with anticipation to witness the positive impact of this strategic partnership, which promises to elevate the Irish Lottery’s offerings and solidify FDJ’s global leadership position.

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Online betting and gaming operator, Novibet, announced today it has reached an agreement to become the Official Betting Partner of the 2023 Tattersalls Irish Guineas Festival.

Three Days of Horse Racing

Under the sponsorship agreement, Novibet would be named sponsor of six of the races that would take place during the last weekend of May at The Curragh Racecourse in Ireland. The deal is the biggest-ever sponsorship of a horse racing event for the European gaming operator.

“We are delighted to be named as the Official Betting Partner of this year’s Irish Guineas Festival in what is the biggest horse racing sponsorship we’ve been involved with so far,” said Karl Riley, country manager for Ireland at Novibet.

The three days of horse racing festival between May 26 and May 28 is one of the biggest events in Irish Flat racing and Novibet’s sponsorship will increase the presence of the operator among fans of horse racing in Ireland and the UK.

The Tattersalls Irish Guineas Festival is considered as one of the most prestigious events in the international racing calendar. Among the races sponsored by Novibet will be the Novibet Emerald Mile which will feature on the opening day of the festival, and the Novibet Guineas Festival Premier Handicap on Saturday.

Raise Profile, Attract New Audiences

“We are very excited that Novibet has selected The Curragh to launch their biggest horse racing partnership to date,” said the manager for Racing and Sponsorships at The Curragh Racecourse, Evan Arkwright.

“… we will work closely with their team to ensure they maximize all opportunities to raise their profile across the extensive global audience that the Tattersalls Irish Guineas Festival attracts throughout all three days,” he added.

The sponsorship of the 2023 Tattersalls Irish Guineas Festival would further popularize the sports betting and gaming operator which is the active sponsor of recently crowned three-times British Champion Jump Jockey, Brian Hughes.

Focused on regulated European gaming and betting markets, Novibet has recently considered markets on the side of the Atlantic, following the partnerships with US entertainment giant Caesars Entertainment to market access in New Jersey, and Big Bola Casinos in Mexico.

The Malta-based operator launched its online offering in Mexico in November – just in time for the 2022 FIFA World Cup event in Qatar. Following its Mexican launch, Novibet boosted its visibility and presence in another Latin American jurisdiction, Brazil, by becoming the primary sponsor of Fortaleza in March.

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Late last week Ministers Harris and Browne published Justice Plan 2023. A framework building on Plans in 2021 and 2022 and outlining over 140 specific actions to continue building stronger, safer communities in Ireland.

One of those elements is the previously unreachable Gambling Regulation Bill (GRB) [2022]

which was published Friday, 2 December 2022, and has had a better-than-average chance to become law since that time.

The legislation marks a watershed achievement in Irish history as it sets out to repeal existing gambling law in Ireland which is seen by many as antiquated and incompetent in nearly every respect.

In order to become law, the legislation must move through the parliamentary process including approval by Oireachtas – two houses of the national parliament and a signature by the president,

Establishes Licensing and Regulatory Body

The new framework establishes a regulatory and licensing body that is currently being referred to by the working name of the “Gambling Regulatory Authority of Ireland” (GRAI) [Údarás Rialála Cearrbhachais na hÉireann].

Minister of State with responsibility for Law Reform and Youth Justice; Browne said: “Justice Plan 2022 delivered significant progress across the justice system and, in particular, it delivered one of my key priorities, to publish the Gambling Regulation Bill 2022.

“As committed to in the program for government, this bill is a true milestone and long-awaited legislation. It is an important and necessary bill and reform, designed to meet the challenges of gambling responsibly in 21st century Ireland.”

The Department of Justice (An Roinn Dlí agus Cirt) is headed up by Minister for Justice: Simon Harris, TD; Minister of State for Youth Justice and Law Reform: James Browne, and Secretary General of the Department: Oonagh McPhillips. The DOJ will participate in managing the creation of the GRAI.

Process to be Facilitated by Department of Justice

According to a report in Gaming Compliance News, the DOJ said: “We will also support the establishment of the Gambling Regulatory Authority, and the CEO designate of the authority, as we progress the Gambling Regulation Bill towards enactment and commencement later this year – introducing a robust regulatory and licensing system for gambling in Ireland.”

The priority to “support the establishment of the Gambling Regulation Authority” is found in the second section of Justice Plan 2023 under the goal, “Improve access to justice and modernize the courts system”.

The announcement of priorities, support, and goals noted in its conclusion: “It is important to note that the milestones and achievements reflected upon from 2022, as well as the actions and objectives for the year ahead, provide just a snapshot of the substantial program of work being delivered on by the Department of Justice and across the sector comprising 29 bodies and agencies”.

Source: Ministers Harris and Browne publish Justice Plan 2023, Ireland Department of Justice, April 6, 2023

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The Czech operator started the year on a high note, scoring win after win. The company won the auction to take over the UK lottery, closed out the acquisition of the Camelot Lottery Solutions Group, and set itself up for further expansion. Recent news suggests Allwyn plans to compete for control over the Irish national lottery, solidifying its hold over the region.

The Operator Enjoys Substantial Momentum

As the newest official operator of Britain’s National Lottery, Allwyn gains access to a substantial market well worth the initial investments. The company plans to modernize the country’s lottery offerings, prioritizing customer safety and superior player experiences powered by cutting-edge tech. To that end, Allwyn announced a partnership with Vodafone to facilitate a mobile-first approach and revitalize the lottery’s aging infrastructure.

The Czech group’s other recent victory came after acquiring its primary regional rival Camelot. The move hastened Allwyn’s entry into the UK market, giving the company a substantial head start in its revitalization efforts. Since Camelot LS Group is based in Chicago, the deal significantly simplifies a potential Allwyn foray into the US market.

Entering Ireland Would Be Another Significant Milestone

Despite the potential for overseas expansion, Allwyn’s eyes remain set on the Old Continent. According to a recent report by the Financial Times, the operator seeks to further grow its influence across the British Isles by purchasing a majority stake in the Irish national lottery. However, the process is shaping up to be anything but straightforward. 

The Irish lottery is owned by The Ontario Teachers’ Pension Plan (OTPP), the same entity which previously held Camelot. The OTPP has opted for an auction, hoping the promise of untapped value and over a decade of lottery license left would attract sufficient investor attention.

High-profile operators like The Lottery Corporation, Française des Jeux, International Game Technology, and Scientific Games have already expressed interest, meaning Allwyn has an uphill battle ahead if it wants to compete. However, the company’s substantial experience, solid financials, and industry-leading solutions may be sufficient to give it an edge over the competition.

Allwyn Has All It Takes to Compete with Industry Heavyweights

The operator is well-prepared for a rigorous bidding process, relying on substantial revenue growth to fuel such expansion efforts. Allwyn’s preliminary 2022 financial results revealed a 23.8% year-on-year revenue growth, reaching €3.22 billion ($3.51 billion). With EBITDA also rising 20.8% to €1.17 billion (1.27 billion), Allwyn is more than capable of competing with other industry heavyweights.

The group can pursue plenty of other avenues besides Irish expansion. Allwyn’s substantial experience in countries like Austria, Cyprus, the Czech Republic, Greece, and Italy has given the company insight into what it takes to succeed in diverse and challenging markets. With the Camelot acquisition complete, Allwyn can grasp the first available opportunity to expand its reach, whether in Ireland or overseas.

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