Sheffield-based sports betting operator BresBet has secured the sponsorship to the Steel City Cup, a prominent local greyhound racing tournament, as it continues with its focus on racing-based products and marketing.

As a result of the agreement, the newly established bookmaker will gain brand exposure via title sponsorship of the event, which will be billed as the BresBet Steel City Cup, with the initial heats held at Sheffield’s Owlerton Stadium on 16 October.

A total of 36 competing greyhounds will participate in the tournament, which moves onto a semi-final on 23 October and a final on 30 October, with the winner set to receive £8,000 whilstall other finalists receive £1,000.

“The track has been part of my life for as long as I can remember,” said Daivd Perry, Managing Director at BresBet. “Myself and my brother Carl (BresBet’s Head of Trading) went there as kids – and have never stopped going. We both had our first jobs at Owlerton and Carl ended up being a trainer there.

“The track has a great history and the Steel City Cup is very much part of that. During my time there I spent a lot of time promoting the Steel City Cup and finals nights were always the biggest meetings of the year – so it’s great to be back.”

Established earlier this month, BresBet has outlined a commercial objective to ‘get back into betting’, with a particular focus on providing ‘customer friendly’ services, primarily concerning horse and greyhound racing.

Upon its launch, the company gained the title sponsorship to the 75th East Anglian Greyhound Derby at Yarmouth Stadium and has partnered with Uttoxeter and Warwick horse racecourses, whilst also confirming that it had entered into discussions with other racing venues in order to enhance its brand across both forms of racing.

Lastly, the operator has signed champion jockey Paddy Brennan as its first ‘Racing Legend’. Brennan will work to support the firm’s BresBet Foundation, a charity tasked with backing horse and greyhound welfare charities. 

BresBet Founder and Chairman, Nic Brereton, remarked: “We’ve had some great nights at Owlerton Stadium over the years and it’s a real honour to now become sponsors of the BresBet Steel City Cup.

“Horse racing is at the core of our business, but our love of greyhound racing will ensure that BresBet will feature prominently across both sports in terms of partnerships and sponsorships – we were delighted to support Yarmouth with a really successful BresBet East Anglian Derby and we’re looking forward to announcing other partnerships and sponsorships soon.”