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Racing Post expands into affiliate sector with Apsley deal

The Racing Post has moved to expand its industry affiliate marketing presence, confirming that it has acquired a majority stake in Apsley Group International.

Confirming an undisclosed sum deal, the Racing Post gains majority ownership of Apsley affiliate marketing assets’ freesupertips.co.uk and myracing.com, as well as the firm’s related mobile apps.

The deal marks Racing Post’s expansion outside of racing and will produce a number of synergies including brand recognition, content and data, the affiliate has said.

Racing Post CMO Louise Agran spoke to Affiliate Insider, describing the reasons for the move into the affiliate field: “It is not so much a move as an evolution as we already have a significant affiliate business – mainly through our mobile apps.

“We see affiliates as a good opportunity to diversify the business into new audiences, sports and territories. We believe that we have a number of attributes and capabilities that are appealing to affiliates and not overly prevalent within other M&A focused businesses in the industry.”

With that in mind, the Racing Post will move to support its new investment, contributing sports content, data and outreach for Apsley’s betting portfolio.

Agran continued: “Racing Post will continue as a major media partner for operators – we do not see this changing in any way as a result of our affiliate activity.

“In terms of positives – fewer contact points for operators (easier and more efficient relationships), stronger affiliate propositions generating greater value and a rigorous focus on compliance and social responsibility.”

Agran then went onto outline the firm’s plans for future M&A: “As part of our diversification strategy, we are considering other opportunities, especially outside of the UK. We will, however, be taking a selective approach – handpicking possible partners on the value we can add to them rather than taking a volume-based approach.”

In its update, the Racing Post noted that there will be no immediate changes to Apsley operations which will remain in Bristol under the day-to-day leadership of founders James Prosser and Jake Apperley.

Meanwhile, Agran detailed the plans that are in place to ensure the Racing Post’s affiliate offering hits the ground running: “We will continue to work closely with operators to ensure that we deliver value across the affiliate businesses within the group.

“Given the changes in the affiliate industry, we will also continue to work with operators to ensure that we are compliant and socially responsible.”  

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