Firstly, the company has taken advantage of the relaxing of the stringent TV advertising legislations previously placed on betting firms by signing a broadcast sponsorship deal with satellite network Sky Sports.
The campaign, which began this week, will see Victor Chandler sponsor the broadcaster's football news programmes with 20 different versions of the adverts running for the period up to the end of the World Cup. Victor Chandler is the first bookmaker to enter the TV advertising arena since the new rules came to light.
In its second promotional deal, Victor Chandler has secured the first page advertising slot on specialist UK horse racing and betting publication, the Racing Post.
Alan Randall, the firm's marketing director, comments: "I think these two deals reflect our determination to maintain and strengthen our position as the leading bookmakers in the UK."
Independent bookmaker Victor Chandler is looking to boost awareness of its World Cup betting facilities through two high-profile advertising deals.
