Flutter Entertainment has significantly elevated its racing offering by announcing a new deal with Arena Racing Company (ARC), The Racing Partnership (TRP) and At The Races (ATR).
The lucrative multi-year rights deal will strengthen all elements of Flutter’s global racing business including UK retail and online, as well as its operations in the US and Australia.
Peter Jackson, CEO of Flutter Entertainment, commented: “Flutter has been a major supporter of horseracing for several decades and this landmark agreement with ARC and ATR ensures this will continue for many more years. This wide-reaching deal also demonstrates our commitment to provide the best possible racing experience for our customers, through all possible media channels and across all our brands.”
The deal will play a key focus on the online offering of Flutter, with a new online streaming agreement between Flutter and ATR that will give customers access to live pictures and data streamed from ARC and TRP racecourses as well as from Ascot, Chester and Bangor.
Martin Cruddace, ARC Chief Executive, added: “We are delighted to have reached agreement with Flutter on the commercial terms of this exciting deal, bringing together one of the world’s largest racecourse groups with a leading operator in global sports betting and gaming.”
“The parties will also focus on elevating engagement with innovative ways to present racing to Flutter customers across all its major brands including both Betfair and Paddy Power in the UK and Ireland; Sportsbet in Australia; and FanDuel and TVG in the US.
“A strong and healthy online betting industry is essential to the future of British racing and, as such, we look forward to working closely with Flutter to make sure that we continue to provide a competitive and relevant product that appeals to the customers in all areas of its business.”
The retail element of the deal will include all UK horseracing currently covered by TRP, as well as Australian and South African horseracing and British greyhound racing from Greyhound Media Group tracks.
Matthew Imi, ATR Chief Executive, concluded: “We have enjoyed a long and successful relationship with Flutter across its leading customer brands and look forward to developing this further by working together to maximise betting turnover on our horseracing product.”