Novibet Joins Forces with Brian Hughes for Irish Market

Leading online betting operator Novibet has secured a partnership with Irish champion jockey Brian Hughes.

The partnership is significant to Novibet as it is the first deal the betting firm will sign with a horse racing-related brand or individual. Through the agreement, Novibet hopes to strengthen its foothold in horse racing and the general Irish sport betting markets.

Novibet launched in the Irish iGaming and sports betting market in 2021 with both sportsbook and casino offers. The operator offers unique features like live betting and automatic cash-out options on its proprietary betting platform, dedicated to the Irish market.

Karl Riley - Country Manager at

We are very excited about working with Brian Hughes. 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.

Karl RileyCountry Manager at

The partnership between the two brands would last for the remainder of the 2021/2022 UK Jump Jockeys Championship. Under its terms, Hughes riding apparel will feature Novibet's brand for the remainder of the championship. He will also contribute weekly to the blog section of Novibet's Irish domain site, providing insights into the equestrian sport.

Hughes currently leads the UK Jump Jockeys' Championship by over 90 wins. All things being equal, he is expected to claim the title at the final event of the championship at Sandown racecourse on April 23.

Brian Hughes - Irish Champion Jockey

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.

Brian HughesIrish Champion Jockey

Novibet recently agreed to merge with NASDAQ-listed SPAC Artemis Strategic Investment Corporation in its bid to expand its presence across Europe and the Americas. This year, the operator has also inked content distribution deals with Endorphina Slots and Oryx Gaming to boost its offerings.

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