The Cheltenham Festival is undoubtedly the highlight of the jump season and attracts hundreds of thousands of spectators, viewers and, of course, punters from around the world.

For online bookmakers it is one of the largest betting events on the calendar – last year more than £138 million was traded over the four days.

This means there is tremendous competition and rivalry among operators looking to secure their share of punters’ money.

To be heard above the noise, most betting brands unleash the full might of their marketing arsenal in the run up to and during the Festival.

Noisy TV ads, bold social media campaigns, big-name endorsement deals and hugely generous welcome offers and bonuses are now standard practice.

While this costs operators a small fortune, it is considered a price worth paying in order to capture the attention of bettors and to keep them engaged throughout the event.

But there are other, more cost-effective, ways of doing this, among which is radio. Racing radio is popular all year round but during Cheltenham it becomes essential listening.

Online betting brands that integrate radio broadcasts into their books – on desktop and, most critically, on mobile – find they have a hugely powerful acquisition and retention tool.

Here are some of the reasons why…

Racing radio begins broadcasting as soon as the gates open on the first day and continues long after the last race has taken place on day four.

With scene setters, interviews with leading jockeys and trainers, paddock comments, form guides, market movers and live commentary, it offers everything a racing fan needs.

For those that cannot attend the Festival, it places them right at the heart of the action no matter where they are or what they are doing.

It is particularly important for people who like to bet throughout the event as they can keep up to speed with how the action unfolds race by race.

They can also learn how jockeys and horses are performing and pick up tips from the experts that join presenters during the broadcast.

Radio is so engaging because it can be listened to while undertaking other activities such as driving to work, doing household chores or even while in the office.

The good news for online bookmakers is that radio broadcasts are really easy to integrate into their desktop and mobile sites/apps.

In most cases, it is a pop-up media player that users click to open. Integrations can often be done within a matter of hours.

What’s more, broadcasts can be tailored and personalised to each betting brand and also include calls to action that encourage listeners to place bets throughout the day.

For example, ahead of the Gold Cup, the presenter may talk with a tipster and then announce the bookmaker’s best odds for the tipped horse/jockey.

Sportsbook operators should see radio as a way of providing additional value to their customers, and particularly during the Cheltenham Festival.

For horse racing fans who cannot attend the event, it is the best way of staying on top of the action as the event unfolds – more so than a crazy offer or bonus.

It also allows operators to keep players connected with their brands at all times during the Festival and to drive them towards the markets and odds being offered at any given time.

Of course, the retention benefits go beyond Cheltenham – operators that continue to offer racing radio can engage punters all year round.

They can also look to extend the radio coverage they offer to other sports such as English Premier League Football.

Radio may not seem like the obvious choice for sportsbook operators racing for the line during the Cheltenham Festival, but it is an underdog well worth backing.