UK Tote Group targets recreational Cheltenham punters with Tote Guarantee initiative
Tote operator to match or exceed starting price on bets up to £500 on all Cheltenham Festival races
UK Tote Group will match or exceed the starting price return on all winners at Cheltenham Festival on stakes up to £500 after a successful trial of its new Tote Guarantee initiative.
The Tote Guarantee promotion – trialled at smaller racecourses throughout February 2020 – will apply both online and for on-course punters during next week’s four-day festival.
The UK Tote Group overhauled its brand identity back in November 2019, promising to introduce some much-needed innovation to the pool betting vertical.
We're delighted to announce that Tote Guarantee will be available on course every day of the @CheltenhamRaces Festival!
That means you'll always be paid SP or better on all Tote Win bets throughout the four days!
— Tote (@ToteRacing) March 4, 2020
Susannah Gill, director of communications and corporate affairs for UK Tote Group, told The Guardian: “This is all about the core racing customer here in the UK, whether they are betting in a digital environment or on a racecourse, or indeed on their phones on a racecourse.
“It’s all about looking after them and wanting them to come back to the Tote if they’ve been switched off by the Tote in recent years.
“It’s great if you can shop around for value at 8am, but most people can’t do that. They are betting race-to-race, and so we’re saying: if you’re betting in the last five minutes, why would you not go with the Tote?
“There’s no downside, and potentially a big upside if the Tote pays out bigger,” she added.
The starting price promotion was given the go ahead following an agreement between UK Tote Group, Jockey Club Racecourses and Britbet.