BUSINESS

ATR and SIS get breeding; Sporttip sponsor the Swiss; Betfair out to please

TAGs: At The Races, Betfair, Breeder's Cup, SIS, sporttip, swiss football league

NewsAt The Races and SIS have secured UK rights to screen the Breeders Cup World Championships for the next three years. North America’s premiere horse racing series will now be broadcast on ATR in the U.K. and Ireland as well as the some 10,000 betting shops that SIS provides content for. This year’s event takes place at Santa Anita Park, California from November 2-3 and it’s a big draw for SIS to get the coverage.

“The Breeders’ Cup is an attractive betting proposition for our customers with high quality, competitive action and we are delighted to continue our association with the event,” said George Irvine, managing director of SIS LBO Division UK and International.

Sporttip has signed a contract become one of the Swiss Football League’s principal partners. The Swiss lottery’s sports betting arm is one of five companies that are partnering with the league and as a result they can use the SFL branding in their communications and promotional materials. Claudius Schaefer, CEO of the Swiss Football League, added: “The successful marketing of the five official sponsorship packages impressively demonstrates the attractiveness of the Swiss football for sponsors.”

Betfair have come to an agreement with StreamBase Systems with the aim to increase their real-time analytics and give the customer a better experience. They’ll utilize StreamBase’s Complex Event Processing (CEP) to integrate real-time event flows into the company’s cloud platform. Alex Kozlenkov, Betfair’s head of research added: “A combination of StreamBase with Betfair’s distributed Event Processing Network will help us deliver the best possible user experience in the exchange and fixed odds betting markets. Right now, our developers are really enjoying working with the StreamBase CEP platform and the rapid development environment of StreamBase Studio.”

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