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In the United Kingdom and sportsbetting giant Flutter Entertainment has inked a long-term media rights deal with Arena Racing Company Limited and the horseracing firm’s The Racing Partnership television service.
London-headquartered Arena Racing Company Limited is responsible for 16 United Kingdom tracks such as Royal Windsor Racecourse and Fontwell Park Racecourse and it used an official December 23 press release to detail that the multi-year agreement also incorporates the At The Races horseracing media rights arm of prominent satellite television broadcaster Sky Sports.
Comprehensive coverage:
Arena Racing Company stated that the new alliance covers ‘all elements’ of Flutter Entertainment’s ‘global racing business’ including its online and retail operations in the United Kingdom as well as its ventures in Australia and the United States. In addition, the private firm proclaimed that the arrangement gives the bookmaker permission to screen content in its land-based shops from ‘all United Kingdom horseracing currently covered by The Racing Partnership’ alongside British dog racing action from tracks serviced by Greyhound Media Group Limited.
Digital drive:
Martin Cruddace, Chief Executive Officer for Arena Racing Company Limited, used the press release to explain that the updated understanding furthermore involves a new online streaming relationship between Flutter Entertainment and At The Races that will give punters the ability to enjoy live data and pictures from a variety of British horseracing tracks including Ascot Racecourse and Chester Racecourse. He declared that the pair are to subsequently ‘focus on new and exciting ways to present racing’ to aficionados located in the United Kingdom, Australia, Ireland and the United States in hopes of contributing to ‘a strong and healthy online betting industry’.
Read a statement from Cruddace…
“We are delighted to have reached agreement with Flutter 
Entertainment on the commercial terms of this exciting deal, bringing together one of the world’s largest racecourse groups with a leading operator in global sportsbetting and gaming. We look forward to working closely with Flutter Entertainment to make sure that we continue to provide a competitive and relevant product that appeals to customers in all areas of its business.”
Continued cooperation:
London-listed Flutter, which was known as Paddy Power Betfair until undergoing a May rebranding, is responsible for over 620 land-based betting shops as well as the online sportsbetting domains at Betfair.com, PaddyPower.com and Adjarabet.com. The firm’s Chief Executive Officer, Peter Jackson, declared that his organization has been ‘a major supporter of horseracing for several decades’ and that the updated media rights alliance will ensure that this patronage continues ‘for many more years’.
Jackson’s statement read…
“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.”
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