Dubai Holdings, owners of Travelodge, have won the bid to sponsor Channel 4 racing over the next two years, for an estimated £4 million.
Under the agreement which begins at the end of the year, Dubai Holdings will sponsor 80 days of terrestrial horse racing coverage per year plus slots during Channel 4's round-up programme, 'The Morning Line'.
The selection came as a surprise to the industry, as betting firms Betfair, Paddy Power and television service provider, Satellite Information Services, were among the favourites.
It is not yet known if Dubai Holdings plans to promote a particular brand with the sponsorship.
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