The deal will see Affili8 work across search, PPC and app store optimisation.
ITV has appointed Affili8 Marketing to drive awareness and build visibility for its new comparison app for horse racing.
The UK broadcaster recently entered the affiliate marketing space with the launch of ITV OddsFinder, designed to help horse racing punters compare live odds from multiple bookmakers.
This comes after the network announced a planned expansion into gaming via the launch of a new brand, ITV Win, in December 2025, though this was quickly wound down by May 2026.
Following a pitch process, ITV selected Affili8, to deliver SEO, app store optimisation and LLM visibility over the next 12 months.
The specialist igaming marketing agency has over a decade of experience in delivering campaigns across SEO, PPC and digital PR for operators and brands in the sector including Lottomart, BOYLE Sports and Racing TV.
Mike Barrett, controller of agency and client sales, ITV, said: “We’re pleased to be launching ITV OddsFinder to give users a streamlined experience around the sport they love. Affili8 came to us on a strong recommendation and brought a track record in this sector which made them the right partner to help us grow the platform.”
Chris O’Rourke, director and co-founder, Affil8, added: “Working with ITV on OddsFinder is a natural fit. We’ve spent a decade building visibility for operators and betting sites in one of the most competitive verticals in search, and OddsFinder combines that challenge with a brand that already commands real trust. It’s a strong platform, and we’re pleased ITV chose us to help them grow the brand. It’s a big win for us.”
ITV is looking to promote OddsFinder, which launched last month, during the commercial breaks of its racing coverage.
