Betfred becomes first operator to agree turnover-based racing data fees
Warrington-headquartered firm agrees multi-year streaming and data deal with At The Races
Betfred has become the first operator to announce a streaming and data deal with racing, with fees based on turnover rather than fixed costs.
The Warrington-headquartered firm yesterday announced a multi-year agreement with At The Races (ATR), commencing 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, the agreement shifts the pricing of that product from a pence-per-stream basis to one where ATR will receive a share of turnover on all bets placed.
Other racing rights holders are pushing for similar deals across the entire betting industry.
ATR’s content will be delivered via its wholly owned streaming platform, Sport Mediastream.
Rakesh Chablani, MD at Betfred.com said: “We are delighted to strengthen our partnership with ATR and we look forward to working together in growing our horseracing product.”
In a press release, ATR described Betfred as a long-term partner and a progressive force within the betting industry.
“This deal now allows both parties to work collaboratively on digital content innovation over the term,” ATR said.
Matthew Imi, chief executive at ATR, added: “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.”