Leading betting exchange Betfair announced Monday that her relationship with Gordon Elliott as a brand ambassador have been severed with immediate effect after a shocking image of the coach surfaced on social media over the weekend.
Completely at odds with brand values
The Flutter brand reacted to a photo of Elliott sitting on a dead horse that circulated on social media over the weekend, and despite an apology Elliot issued on Sunday, Betfair decided the photo breached the contract.
"While we recognise that Gordon deeply regrets and has apologised unreservedly for his poor judgement, his actions are completely at odds with the values of the Betfair brand and our employees."
Gordon Elliott initially acknowledged on Saturday that the controversial image was in circulation, and later on Sunday apologized to everyone who works with and loves horses and reaffirmed his commitment to horse welfare.
"I cannot apologise enough to the racing community, to everyone who has worked with and loved horses, and to everyone offended by this picture. The welfare of the horses and the care and attention to detail are absolutely fundamental to everything we do here and both myself and my whole team take pride in those standards. "
Elliott explained that he was distracted by a phone call while he waited for the horse, the victim of an apparent heart attack, to be removed from the gallop, but Betfair did not change his attitude and cut ties with his top trainer.
"With this in mind, we have decided to terminate our relationship with Gordon with immediate effect.
Both parties are linked from 2016 and since then, Gordon Elliott has regularly blogged about his runners and participated in promotional activities for the sports betting brand.
Elliott's greatest achievements include Grand National title of 2007, Who rode Silver Birch, as well as runs of the prestigious Tiger Roll event in 2018 and 2019, A winning the 2016 Cheltenham Gold Cup. With Don Cussack.
The controversial image, which surfaced on Twitter on Saturday despite being several years old, prompted an investigation by Irish Horseracing Regulatory Board (IHRB) and Elliott, who works at Cullentra House Stables in Meath County, has expressed a willingness to cooperate fully.
IHRB has been summoned by British Horseracing Authority (BHA) to take swift action in view of the impending Cheltenham Festival an event at which Elliott is regularly and intensively presented.
Gordon Elliott was not the only popular name associated with Betfair, as the sports betting brand also includes the names of Paul Nicholls, Ryan Moore and Joseph O'Brien as brand ambassadors.