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At The Races switches strategy with Betfred deal

The 2019 Coral Hurdle at Ascot Racecourse (by Alan Crowhurst/Getty Images)

At The Races, the digital arm of UK pay-television broadcaster Sky Sports Racing, has agreed a multi-year turnover-based streaming and data deal with bookmaker Betfred.

Commencing in January 2020, the deal covers the delivery of streaming and raceday data, which ATR sells as licensee for its racecourse rights-holders, across ATR’s UK horseracing content.

Significantly, it shifts the pricing of the product from a pence-per-stream basis to one where ATR will receive a share of turnover on all bets placed. ATR’s content will be delivered via its wholly-owned streaming platform, Sport Mediastream.

Betfred is a long-term partner of ATR and the new deal will allow both parties to work collaboratively on digital content innovation over the term.

Matthew Imi, chief executive of At The Races, said: “Our partnership with Betfred is one to which we attribute great value and we are naturally delighted that 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.”