Racing Post – 23rd December 2019
Paddy Power and Betfair have become the latest firms to sign up to a new streaming model deal with the At The Races-affiliated racecourses after a multi-year, multi-million-pound agreement was secured with the bookmakers’ parent company Flutter.
The latest deal represents a major boost to the concerted effort made by racecourses towards a turnover-based model whereby online operators pay racecourses a percentage of income taken through betting. Betfred was the first bookmaker to accept a development that, in theory, protects racecourses from their product being used as a loss leader. Bet Victor, Betway, BoyleSports and Unibet last week all settled on new terms with ATR, which sells streamed pictures and raceday data as licensee for Arena Racing Company and The Racing Partnership.
This latest ARC/ATR/TRP deal with Flutter is also thought likely to be framed around a similar turnover partnership. Pictures and data belonging to Ascot, Chester and Bangor are included in the agreement, which not only covers Flutter’s Betfair and Paddy Power brands but also Sportsbet in Australia and Fan Duel and in the USA. The deal’s betting shop component will feature British racing currently covered by TRP, as well as Australian and South African horseracing and British greyhound racing from Greyhound Media Group tracks.
ARC chief executive Martin Cruddace said: “We are delighted to have reached agreement with Flutter on the commercial terms of this exciting deal, bringing together one of one of the world’s largest racecourse group with a leading operator in global sports betting and gaming. A strong and healthy online betting industry is essential to the future of British racing and, as such, we look forward to working closely with Flutter to make sure that we continue to provide a competitive and relevant product that appeals to the customers in all areas of the business.”
ATR chief executive Matthew Imi spoke of wanting 10 “maximise betting turnover” on its racing content, while Flutter boss Peter Jackson said: “Flutter has been a major supporter of horseracing for several decades and this landmark agreement with ARC and ATR ensures this will continue for many more years. This wide-reaching deal also demonstrates our commitment to provide the best possible racing experience for our customers, through all possible media channels and across all our brands.”