Is your marketing strategy set for the 2025 Cheltenham and Grand National season?

Is your marketing strategy set for the 2025 Cheltenham and Grand National season?     

2025 is almost upon us, and that means it’s high time for bookmakers to start getting ready for some of the biggest events of the spring season. From promotional strategies and marketing campaigns to odds analysis, the start of the year is the best time to begin setting the ground for the upcoming Cheltenham and Grand National festivals. 

In fact, many bookmakers have already begun their preparations for the biggest races of 2025, so anyone wanting to position themselves competitively within this major market needs to get in gear now and prepare their strategy.  

Both the Grand National and Cheltenham are major revenue earners, with an estimated 13 million adults in the UK placing a bet on the Grand National in 2024. Each festival saw more than £500 million of estimated bets in previous years, showing just how valuable both racing events are to bookmakers. 

So, what do companies need to consider to get ready for the upcoming 2025 horse racing season? 

Developing ante-post markets  

Plenty of punters like to start considering their options well in advance of the races, taking advantage of ante-post betting options. This allows them to set up bets ahead of time, rather than waiting for the final declarations the day before the race. 

By offering a solid selection of ante-post betting months ahead of the events, bookmakers can capitalise on bettors who want to get their wagers in early. Offering potentially better odds for ante-post bets can also provide a solid hook to choose your platform rather than going to a competitor. 

Crafting promotional strategies  

Hand in hand with ante-post markets, begin putting together a solid selection of offers, promotions, and special deals now. The market will only get more competitive and crowded the closer we get to the races, making it harder to stand out and draw in new eyes. 

Consider tying together deals across both Cheltenham and the Grand National to capture the many individuals who will want to engage with both events, potentially across a wide range of races. 

Odds analysis and setting   

While the exact slate of competitors for each race won’t be confirmed for months yet, bookmakers can already start assessing the field. The current form of various horses and previous race outcomes provide an easy starting point for setting initial odds well in advance. 

Odds remain fluid and can easily be adjusted as the events draw closer, taking into account ongoing developments to paint an evolving picture of the possible contenders for bettors to watch. 

Preparing non-runner no bet (NRNB) options 

The horses running in an event can change right down to the wire, with injuries or other circumstances such as not entering the stalls having the potential to see competitors withdrawn on the day. This is particularly concerning for ante-post bets,  

Offering non-runner no bet (NRNB) options on post-ante bets is a positive for engagement, as this reduces the risk of bettors losing their stake to an unexpected withdrawal. Some bookmakers offer NRNB deals on Cheltenham races as early as January, whereas others only bring in NRNB terms a week before the race. 

Technological preparations  

As with any major event, preparing online platforms and mobile apps for large spikes in traffic is essential. With so many bettors engaging with both the Grand National and Cheltenham, the risk of high traffic slowing or even crashing sites is a lot higher. 

Making sure that sites and apps are ready and braced for increased traffic is a simple but effective piece of preparation. If a site is poorly optimised or fails to handle the traffic, it risks losing out at the peak of the events. 

Planning marketing campaigns  

Outside of more technical considerations, starting marketing campaigns early in January is an effective strategy to draw in customers. Having a longer lead-up to Cheltenham and the Grand National in your email campaigns and targeted promotions helps to ensure that both new and existing customers are aware of your offerings. 

With so much activity and competition within the market around these key races, a proactive and powerful marketing strategy can make all the difference. 

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By taking all of these early preparations into account, bookmakers can ensure they stay ahead of the pack, ready to capitalise on the significant betting activity that surrounds these two major racing events. 

With so many potential viewers and such a high volume of bets on the table, whoever takes the lead in preparing early could walk away with a major slice of the action. So, make sure your marketing strategy is set for the 2025 Cheltenham and Grand National season now. 

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