UK-listed gambling giant Flutter Entertainment has struck a new online and land-based horseracing live streaming and data deal with groups representing the UK’s largest racetrack operators.
On Monday, Flutter announced a “multi-year, multi-million pound rights deal” with the Arena Racing Company (ARC), The Racing Partnership (TRP) and At The Races (ATR). The deal spans “all elements” of Flutter’s global race betting business, including UK retail and online, as well as its businesses in Australia and the United States.
ARC operates 16 UK racecourses, and its TRP offshoot provides video feeds of those tracks’ action to UK betting operators. ATR is a racing media rights joint venture of ARC, UK broadcaster Sky and other UK racecourses that operates the Sky Sports Racing television channel and a standalone website.
The deal will allow Flutter’s offline and online brands to offer live streams of all of TRP’s UK racing coverage, plus coverage from Ascot, Chester and Bangor. The deal also covers Australian and South African races, plus UK greyhound racing supplied by Greyhound Media Group.
ARC CEO Martin Cruddace said his group would work closely with Flutter to ensure its customers had access to “a competitive and relevant product,” based on the view that “a strong and healthy online betting industry is essential to the future of British racing.”
The Flutter deal follows a separate multi-year ATR deal announced last week in which betting operators BetVictor, Betway, Boylesports and the Kindred Group all agreed to a new streaming and data arrangement via ATR’s Sport Mediastream.
Under these deals, which will kick in as of January 2020, ATR will receive a share of these operators’ race betting turnover rather than the previous price-per-stream arrangement. UK betting operator Betfred signed a similar deal earlier this month.