At The Races signs up four major operators to new streaming deal
Four major sports betting operators have signed a multi-year, turnover-based deal with Sky Sports-owned At The Races (ATR), starting from January 2020.
BetVictor, Betway, BoyleSports and Unibet have all signed the agreement, which sees ATR receive a share of turnover on all bets placed, as opposed to the previous pence-per-stream fixed amount model.
The deal covers the delivery of streamed pictures and raceday data, delivered by ATR’s streaming platform, Sports Mediastream.
Matthew Imi, At The Races CEO, said: “We are delighted to have concluded these four important agreements and look forward to working closely with our partners to maximise betting turnover on our racing product.”
ATR is the joint venture between Sky Sports and Arena Racing Company (ARC), which operates the largest racing TV Channel in the UK, Sky Sports Racing.
Last month, Betfred became the first bookmaker to sign the streaming deal with ATR under the new model, which is now becoming more prominent in the industry.
However, it’s regarded by some that transition from the pence-per-stream model to the turnover system will see racing streaming costs spike for bookmakers, potentially seeing promotions like best odds guarantees removed.
But with ARC operating and owning 16 racecourses, accounting for 39% of British racing fixtures, and being in favour of the revenue-sharing arrangement, more deals of this ilk could be imminent.
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