At The Races (ATR) has agreed a multi-year turnover based streaming and data deal with Betfred, commencing January 2020. The deal covers the delivery of streaming and raceday data (which ATR sells as licensee for its racecourse rights holders) across ATR’s UK horseracing content and shifts the pricing of that product from a pence per stream basis to one where ATR will receive a share of turnover on all bets placed.

ATR’s content will be delivered via its wholly owned streaming platform, Sport Mediastream.

Matthew Imi, Chief Executive, At The Races, said: “Our partnership with Betfred is one to which we attribute great value and we are naturally delighted that this deal will not only deepen this relationship but unite us in working together, with a common goal, to maximise turnover on our horseracing product.”

Rakesh Chablani, Managing Director, Betfred.com, added: “We are delighted to strengthen our partnership with ATR and we look forward to working together in growing our horseracing product.”

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