The deal gives the operator more flexibility over live broadcast schedules across its flagship Ladbrokes and Coral retail outlets in the UK and Ireland, and allows Entain to continue using proprietary production technology from SIS through December 2030.

 

Additionally, it covers the distribution of live racing programming from SIS' portfolio of more than 30,000 horse races yearly, from more than 170 racetracks across the world through December 2028 via satellite and IPTV.

 

Andy Hicks, Entain’s Managing Director of Retail in the UK and Ireland, said: “This new agreement allows us to continue to bring racing from all over the world to our customers in the UK. We’re offering an experience through a combination of advanced broadcast production technology and content that fully satisfies our customers’ demand.”

 

Richard Ames, Chief Executive at SIS, said: “As long-term partners, it is pleasing to be able to extend our provision to Entain of the SIS portfolio of premium racing content across all its retail premises.

 

"Entain has been an early adopter of our production technology solutions and we are very pleased to extend these arrangements for the long term.”

 

 

The agreement, which Entain announced last summer, is worth up to €450m ($485m), of which €300m will be paid up front.

 

Another payment will be made by 2024, and it will be based on "10x BetCity's EBITDA for the financial year 2023 – less amounts already paid out."