Paddy Power has announced a one-year deal with National Hunt Champion Jockey Ruby Walsh.
The Irishman will promote the bookmaker across the UK and Ireland, committing to a range of activities including weekly interviews, public appearances, festival previews and social media projects.
Paddy Power communications director Patrick Power said: "Ruby is undoubtedly the heavyweight champion of National Hunt racing and Cheltenham in particular. Not happy with riding a record-breaking 32 Festival winners, he was also top Festival jockey in 2004, 2006, 2008, 2009, 2010 and 2011. He is the bookies grim reaper, so we reckon if you can’t beat him, join him!"
Walsh, 32, added: "Paddy Power are easily best in class so when Paddy came calling it was a very easy decision for me. That said, I still plan to inflict maximum damage to them next week!"
The deal was announced just ahead of the 2012 Cheltenham Festival, which is set to be broadcast by Betfair-subsidiary TVG in the United States.
Coverage will be available online with TVG account holders also able to place bets on the prestigious jump racing festival, which includes the Cheltenham Gold Cup, one of the highlights of the world horse racing calendar.
TVG executive vice president Tony Allevato said: "The Cheltenham Festival is the Super Bowl of jump racing played out over four days. We are excited to present all the action and drama of this unique equestrian event for our audience, many of whom might be experiencing it for the first time."
The Cheltenham Festival begins on Tuesday 13th March, with the Cheltenham Gold Cup set to take place on Friday 16th.
Walsh, Cheltenham – Paddy Power, TVG