Bookmaker 32Red has been announced as the new sponsor of the Sprint Cup at Haydock.
The six-furlong event was formerly backed by Betfred but with the firm not being part of the Authorised Betting Partner scheme, it can no longer sponsor at tracks owned by Jockey Club Racecourses.
That decision left the sponsorship of the Group One event up for grabs and 32Red has seized the opportunity and it will back the full card on Sprint Cup day on September 3.
Having signed a three-year deal, the firm will then back the entire three-day Sprint Cup Festival in 2017 and 2018.
Ed Ware, CEO of 32Red, commented: "We are delighted to be sponsoring the 32Red Sprint Cup at Haydock for the next three years, at least, and this further underlines our strategy to grow our profile and market share in British Racing.
"Our focus has always been the UK. We are a levy-paying Authorised Betting Partner of British Racing, 32Red is licensed by the UK Gambling Commission, and we spend around £20m a year in marketing and advertising here.
"This is a very prestigious Group One race, with a superb history and roll-call of past winners. It is often a stallion-maker too and we are proud to be associated with the event."