Lottery.com subsidiary Sports.com has entered into a strategic partnership with the Saudi Motorsport Company (SMC).
The new alliance has already been put into practice after Sports.com branding and advertising was displayed around the track in last weekend’s (November 25-27) FIA World Touring Car Cup decider, which was held in Jeddah, Saudi Arabia.
This, according to Lottery.com, has set “the foundation for the future establishment of a joint venture and content distribution partnership”.
Matthew McGahan, Chairman of Lottery.com and President of Sports.com, commented: “We are honoured that Sports.com is partnering with the Saudi Motorsport Company, in what we trust will be the first of many opportunities.
“Our branding around the track was visible to fans in attendance and to millions of viewers around the world, in over 150 countries, where the race was broadcast and free to view. In addition, Sports.com’s branding was also reflected on Ahmed BinKhanen’s Audi GT car. BinKhanen is one of the Kingdom’s best driving talents.
“Saudi Motorsport Company sees the potential to partner with our new platform, which we believe will revolutionise fan viewing and interaction within the fast-changing sports entertainment industry, and we look forward to concluding further similar agreements around major sporting events with broadcasters and rights owners around the world.”
SMC is a state-owned and funded company, founded by the Saudi Automobile and Motorcycle Federation (SAMF), and is the first public body designed to commercialise motorsport at a national level in the Kingdom.
Martin Whitaker, CEO of the Saudi Motorsport Company, added: “We warmly welcome the opportunity to partner Sports.com. Saudi Arabia is fast becoming established as a motorsport destination, with events in the Kingdom broadcast globally, and now attracting a massive following. We are therefore very pleased to have announced this partnership, which introduced the Sports.com brand, from Jeddah, to millions of viewers around the world.
“The WTCR – FIA World Touring Car Cup’s maiden visit to Saudi Arabia brought international touring car action to the country for the first time. We are grateful for the support of Sports.com and were in turn delighted to carry their branding in various prominent places over the period of the race.
“We also look forward to the continued development and strengthening of our relationship with Sports.com.”
This new deal follows a similar agreement reached last month, when Sports.com entered into an exclusive multi-year partnership with Data Sports Group.