England’s Ascot Racecourse has agreed new international media rights deals with specialist racing broadcaster At The Races (ATR) and multi-channel content supplier Sports Information Services (SIS).
ATR, whose UK-facing television channel is now called Sky Sports Racing it was rebranded last year, will take international pari-mutuel betting rights across the world, excluding the UK, Hong Kong, Macau, Singapore and Australia.
The arrangement allows ATR to sell live coverage of Ascot race for pari-mutuel betting within these territories, as well as giving it rights to grant sub-licences to deliver coverage in licensed betting offices and online for qualifying users.
In addition, ATR will have the exclusive right to licence the rights to certain pari-mutuel betting operators that also sell fixed-odds betting rights.
Meanwhile, SIS will hold international fixed odds betting rights worldwide, with the exception of the UK, Hong Kong, Macau and Singapore. SIS is permitted to sell coverage in connection with fixed-odds betting within these markets.
SIS has also secured the exclusive rights to represent Ascot rights in connection with pari-mutuel betting in Australia.
Both deals come into effect on May 1 and run through to December 31, 2021.
“We have placed these two specialised international betting picture rights contracts with proven experts in their respective fields as part of our strategy to partner with entities that best suit each contract’s individual need,” Ascot Racecourse chief commercial officer Juliet Slot said.
ATR CEO, Matthew Imi, added: “We are delighted to be working so closely again with Ascot in distributing their racing to the many important Tote wagering operators around the world. It is a responsibility we take very seriously as Ascot is a premium brand which resonates globally.”
Paul Witten, commercial director at SIS, also said: “Extending our partnership with Ascot Racecourse is an important step, as we look to continually enhance our racing betting offer for our operator partners across the globe.”
Earlier this month, the British horseracing industry was hit with a suspension to service after the British Racing Authority moved to temporarily halt all meetings due to an outbreak of equine influenza.
The suspension came into effect on February 8, but the racing scheduled was back to normal by February 13.
Image: Wayne Large