Novibet to strengthen Irish brand presence via Brian Hughes deal

Novibet has moved to strengthen its position in horse racing and in the Irish betting space, partnering with champion jockey Brian Hughes

The agreement is Novibet’s first in the sport of horse racing, whilst the firm is also hopeful that the deal will increase its brand recognition in Irish sports betting markets by partnering with Hughes for the remainder of the 2021/22 UK Jump Jockeys Championship

Novibet launched in the Irish gaming sector in 2021, offering both sports betting and casino products, and states that it has experienced ‘steady growth in customers’ preferences’ in the time since. 

The company’s operations in the country include a proprietary betting platform integrating official data providers, algorithm-driven betting offerings such as in-play and minute markets as well as automatic and hybrid cash out options. 

“We are very excited about working with Brian Hughes,” said Karl Riley, Country Manager at

“As the UK’s champion-to-be and a notoriously busy rider, we are looking forward to giving customers a closer look into his rides each week, as well as gaining important branding opportunities in the world of horse racing.”

By partnering with Hughes – who is based in Northern England but born and raised in Northern Ireland – Novibet aims to further establish its brand among Irish bettors. 

Hughes leads the UK Jump Jockeys’ Championship by over 90 wins, and so looks set to claim the title at the final event at Sandown racecourse on 23 April. 

Novibet branding will feature on Hughes riding attire for the remainder of the championship, whilst he will also provide a weekly blog on the firm’s Irish domain website featuring views and insights into the sport. 

Commenting on the partnership, Hughes remarked: “It’s a pleasure to carry as the sponsor on my riding gear, and I’m looking forward to keeping everyone up to date with my ‘adventures’ each week. 

“Obviously, my big focus at the moment is finishing off the season well, and I’d love to hit the 200-winner mark, while I’ll be going hard to retain the title once again in 2022/23.”

Outside of Ireland, Novibet is currently looking to expand its position across Europe and the Americas, having agreed to merge with Nasdaq-listed SPAC Artemis Strategic Investment Corporation in pursuit of this goal.

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