Betfred signs streaming and data deal with At the Races

Betfred has inked a multi-year turnover based streaming and data deal with At The Races (ATR), which will allow both parties to work aside one another to deliver digital content innovation.

The agreement, set to start in January 2020, will cover the delivery of streaming and raceday data, which ATR sells as a licensee for its racecourse rights holders across the platform’s UK horseracing content.

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

The collaboration will also adapt the pricing of the streaming partnership, 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.

It is expected that the new agreement will also secure horseracing’s position at the forefront of Betfred’s digital platforms with the aim of maximising turnover on its content.

Matthew Imi, Chief Executive of ATR, added: “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.”