The Sun’s ‘Never Mind The Ballots’ gains sponsorship from Betfair for its US election coverage.
Betfair operates the world’s largest online betting exchange and is perfectly aligned to partner with The Sun. The show launched in March as a new, agenda-setting politics show reimagined for the digital era and hosted by Harry Cole.
The series has featured interviews with Keir Starmer, Rishi Sunak as well as other big names like Nigel Farage, Wes Streeting, James Cleverly, and Liz Truss.
‘Never Mind the Ballots’ is filmed in the morning and sets the agenda for Westminster, bringing readers an exclusive video show that is distributed on-site and off-platform on channels including YouTube, TikTok, X and Facebook. The show is then cut up into digital articles that are published on The Sun website, which then appear as page leads in the next day’s paper.
Betfair will sponsor three special episodes focusing on the US election for a UK audience, with shows centring around the debate and the week leading up to one of the most significant elections in US history. The partnership was brokered by EssenceMediacom.
As with the UK election, ‘Never Mind The Ballots’ will have expert commentary and exclusive polling on the presidential debates, with Betfair adding further insights into who gamblers are favouring in the race. This will all come with The Sun’s characteristic irreverence to really bring the personalities and issues at the forefront of the US election to life.
Owen Griffiths, commercial revenue director for The Sun says: “The Sun is delighted to welcome on board Betfair as our commercial partner helping to translate the political expertise of Harry Cole and team into real-time predictions and odds for a super engaged political audience.”
