Racecourse Media Group (RMG) has agreed a long-term strategic partnership with Irish betting giant Flutter Entertainment that will see both companies collaborate on key business areas through to 2028.

With the ink drying on their deal, RMG will now look to leverage Flutter’s marketing and promotional assets in an attempt to grow turnover, boost engagement and attract greater interest in its racing content. Flutter meanwhile is hoping to use RMG’s horseracing streams to improve its offering to customers.

“This agreement will have far reaching benefits for RMG’s racecourses and the industry itself. We are delighted to collaborate with Britain and Ireland’s largest betting company, Flutter Entertainment, which gives both companies the opportunity to work together to promote RMG’s racecourses and the sport,” remarked RMG Chief Exec Martin Stevenson.

“We will be able to call on the considerable marketing reach of both companies in terms of working together via sponsorships and advertising, to expand the appeal of our horseracing both domestically and overseas.”

RMG has 34 racecourse shareholders under its media rights umbrella, including Aintree, Cheltenham, Epsom Downs and Newmarket. Each holds an interest in Racing TV, Racing TV International and Racecourse Data Company. Through their partnership, Flutter is aiming to stream various international fixtures to its retail and online customers.

Conor Grant, CEO of Flutter UK & Ireland, commented: “We’re delighted to confirm that we have reached a new long-term agreement with RMG, a key partner in providing the best possible horseracing product to our customers.

“We have an important and longstanding relationship with the racing industry, investing a total of £100m ($133m) through media rights, sponsorship, hospitality, marketing and the levy in the last year. We are continually looking for ways to collaborate directly with partners like RMG and the rest of the racing industry to enable British horseracing to achieve its great potential and secure the long-term sustainability of the sport.”