Leading online gaming company Betfair is to unveil a stylish new ‘player’ to mark its sponsorship of the UK's first ever Betfair Turbo Tennis event, to be held at the O2 Arena in London's Docklands this weekend (15 September).

Taking its place alongside tennis legends like Tim Henman, Andy Murray and Goran Ivanisevic will be a hi-tech mobile exhibition vehicle showcasing the company's betting exchange concept to the thousands attending the fast-paced event.

The impressive unit – custom-made by marketing roadshow specialists Event Marketing Solutions (EMS) – has been touring major UK sporting events since April and was completely re-branded to promote the Betfair Turbo Tennis event. Instead of its original, generic Betfair branding, the 9.7m by 6.6m vehicle now carries a dramatic black and orange exterior – reflecting the edgy BetfairTurbo Tennis brand – and key messages about the high-profile event.

The interior is kitted out with 19 TV screens – including a giant 50-inch plasma screen – wireless internet access and live Sky Sports coverage.

EMS completed the re-branding in just three days, ensuring the ongoing Betfair roadshow could continue uninterrupted.

Betfair Turbo Tennis is a completely new sporting event to the UK, designed to shake up the traditional game and increase its appeal. With a $100,000 top prize, matches last no longer than 30 minutes, with ‘sudden death’ replacing deuces, while players wear coloured clothes rather than whites.

“Having a fully re-branded vehicle will enable us to maximise the benefits of our sponsorship of this landmark UK sporting event,” said Philippa Mackinnon, senior marketing manager – offline acquisition at Betfair. “We are absolutely delighted with the new-look unit, which will allow tennis fans to experience the thrill and excitement of the Betfair gaming concept first-hand.”