Australian racing is set to play a key role in a global media rights agreement that will establish a 24-hour global broadcast and data platform designed to present racing in the same integrated manner as other global sports.
Australian wagering and media company Tabcorp has announced it has formed an alliance with Arena Racing Company (ARC), Racecourse Media Group (RMG) and 1/ST CONTENT, bringing together a network of rights holders that will distribute content across multiple international markets.
A new global product will offer wagering and media operators the choice of an array of bespoke 24/7 racing video, data and wagering solutions. Those solutions will include the use of tote and managed trading services by operators.
The upshot for Australian racing fans will be access to a broader range of races around the world to bet on and/or watch, while Tabcorp will use the new alliance to take Australian racing to a broader international audience.
“This partnership is a huge play for Tabcorp, adding value to our key partners in the Australian and NZ racing industry, as well as our international rights partners,” Paul Cross, Tabcorp General Manager - International, said.
“Australia’s premium racing product together with our international partners will be distributed to more people in the world than ever before.”
“It has been great working with Simon Fraser (1/ST), Tony Sweeney (ARC) and Nick Mills (RMG), to develop this strategic alliance that will enable more people around the world to watch races such as the Melbourne Cup, Everest and the Magic Millions, and generating further income for racing.”
The announcement on Monday night set out what it said were the benefits for both wagering operators and consumers.
“Parties will deliver carefully curated, localised solutions that speak to varied audiences and their respective wagering preferences, whether they’re already familiar with racing, or new to the sport and in need of more educational content,” the joint statement said.
“The parties aim to seamlessly provide a 24/7 schedule that naturally complements any international racing or sporting programme across varied time zones, providing a worldwide client base with a reliable source of fast-settling betting content for both primetime and off-peak viewing slots.”
Arena Racing Company operates 16 racecourses and five greyhound tracks in Great Britain, while Racecourse Media Group distributes the media rights for another 35 racecourses in the UK.
1ST Content, also known as The Stronach Group, is the biggest rights holder of horseracing content in North America, with rights from 70 tracks including Gulfstream Park, Laurel Park, Pimlico, Belmont Park, Aqueduct, Saratoga, Del Mar, Keeneland, Tampa Bay Downs, Woodbine and Santa Anita.
“1/ST CONTENT is excited to announce this strategic alliance to deliver an all-encompassing one-stop-shop for 24/7 international racing that effortlessly fits into any time zone, country or region. We look forward to increasing distribution of North and South American and Turkish racing via our partners’ many channels,” Aidan Butler, President of 1/ST CONTENT, said.
“This agreement leverages a broad suite of products and services and demonstrates how working together will allow us to bring our content to new customers.”
Former Racing Queensland CEO and Tabcorp executive and broadcaster Brendan Parnell is Managing Director of Media and International at ARC.
“Customers will be able to enjoy access to a complete service hub which will enable our betting partners to deliver a best-in-breed product to their consumers at any time of the day, every day,” Parnell said.
“The strength of our data and wagering technology, coupled with a depth of 24/7 broadcast and video streaming rights, places this newly created alliance in the vanguard of driving growth and diversified revenues for the horse and greyhound racing sector.”
Paul Carew, chief operating officer at Tabcorp, said the company was delighted to form an international partnership which fostered innovation.
“This partnership is a huge play for Tabcorp, adding value to our key partners in the Australian and NZ racing industry, as well as our international rights partners" - Tabcorp's Paul Cross
“We’re excited to combine our premium racing content from Australia, New Zealand, South Africa and the United Arab Emirates with the best racing from the United Kingdom and North America to create a service that will deliver a first-class racing experience to a new audience,” he said.
The alliance is committed to providing solutions for a consumer market, although the details surrounding any 24-hour global platform are yet to be confirmed.
