The gambling company, Betfred, which is arguably the best known bookie for horse racing in the UK, have just signed a deal with At The Races (ATR) that will begin in January 2020.
It is a multi-year turnover based arrangement as opposed to the old pence per stream method of doing things, and both parties hope they can develop this in order to provide digital content innovation over the course of the contract.
The managing director of Betfred, Rakesh Chablani, said:
“We are delighted to strengthen our partnership with At The Races and we look forward to working together in growing our horseracing product.”
While Matthew Imi of At The races took a similar view:
“We are naturally delighted this deal will not only deepen this relationship but unite us in working together, with a common goal, to maximise turnover on our horseracing product.”
The streaming content will be provided by Sport Mediastream, a platform wholly owned by ATR.
Betfred and Horse Racing
Horse racing has always been a key component of Betfred’s business model with the company giving the sport a lot of focus and attention, and this new arrangement highlights their commitment to that market.
As one of the old guard of British bookmaking Betfred have run high street betting shops since the 60’s, and although market diversity back in the day wasn’t what it is now, horse racing has always been front and centre, and the day’s races have lined betting shop’s walls for decades.
Betfred also famously took the reigns of The Tote when the government sold it off in 2011, making them the only place licensed to offer such services, although this license ran out in 2018.
The company are also one of the biggest sponsors of horse racing with sponsorship deals including the Cheltenham Gold Cup between 2012 and 2015, and also sponsoring the Group One Sprint Cup at Haydock Park for over a decade from 2005.