William Hill, the leading UK betting and gaming provider, has agreed a partnership with ITV to become the programme sponsors of the broadcaster's new racing coverage.

The initial one-year deal will see the bookmakers sponsoring ITV's live broadcasts of almost 100 days of racing across its main ITV channel and ITV4, in addition to a magazine preview programme on ITV4, with bespoke William Hill idents.

The ITV racing agreement adds to William Hill's extensive sponsorship portfolio which already includes partnerships with Chelsea, Spurs and Everton, and title sponsorships of the William Hill Scottish Cup, William Hill World Darts Championship and Scotland's richest flat race, the William Hill Ayr Gold Cup.

ITV's racing coverage will be led by main presenter Ed Chamberlain, alongside a range of talent including Francesca Cumani co-presenting the Flat Season, Oli Bell presenting weekly magazine programme The Opening Show and pundits such as AP McCoy, Frankie Dettori, Victoria Pendleton, Mick Fitzgerald and Hayley Turner.

Coverage will begin on the main channel, with the New Year's Day meeting at Cheltenham. Forty-one days of racing on the main channel will encompass the Grand National, The Epsom Derby, all the major festivals including Cheltenham and Royal Ascot, the Five Classics, plus other highlights of the racing calendar such as Future Champions Day at Newmarket and Champions Day at Ascot.

In addition, ITV4's racing coverage will see a re-introduction of free-to-air broadcasts of the Craven Meeting at Newmarket in April. ITV will show two days including the Nell Gwyn and Craven Stakes, key trials for the 1000 and 2000 Guineas. Both days of Newbury's winter festival featuring the Hennessy Gold Cup will also be broadcast.

Cem Miralay, Chief Customer Officer at William Hill, said: "We're delighted to be the new sponsors of ITV Racing. The new format on ITV is set to attract millions more viewers to the sport and we're excited to have this opportunity to engage with this new audience on a weekly basis".

Kelly Williams, ITV Managing Director, Commercial, said: "The launch of our racing coverage is an exciting new event for ITV and I look forward to working with William Hill which has such a history with the sport".