The joint venture will produce greyhound racing content for Entain’s media channels and digital brands, as well as distributing greyhound racing content from Entain, Arena Racing and Independent Greyhound Media Group greyhound tracks.
The media rights deal, which covers Arena Racing’s 16 UK racecourses, starts at the beginning of 2022 and is set to run until 31 December 2029.
Meanwhile, horse racing and greyhound racing rights will both be distributed to UK bookmakers sector by The Racing Partnership, and to international markets by Arena Racing subsidiary Vermantia.
“We are delighted to be partnering with Arena Racing on such a comprehensive long-term deal that will give certainty to both parties for the benefit of both horse racing and greyhound racing, as well as helping them navigate the Covid challenges and emerge stronger when the world gets back to normal,” said Adrian Bower, Entain chief procurement officer.
“This landmark deal supports Entain’s omni-channel strategy for its UK digital brands and emphasises the huge value we place on the horse racing and greyhound racing products.”