Sportsbet broadcasts British and Irish racing through SIS and RMG deal

Racecourse Media Group (RMG) and Sports Information Services (SIS) have formalised a multi-year streaming and marketing content arrangement with Sportsbet Australia, allowing the operator to broadcast and take bets on British and Irish racing

The deal will see British and Irish thoroughbred racing – which is shown on Tabcorp’s (TAB) SKY Racing network on the TAB app, in venues and homes throughout Australia – also to be shown across Sportsbet digital platforms.

Paul Bittar, GM of Sports Partnerships at Sportsbet, commented: “We are really excited to be able to conclude this deal with RMG and SIS in order to bring live streaming of British and Irish racing to our huge Australian customer base.

“Sportsbet is always seeking to bring excitement to life for our customers and striking this deal on high-quality racing content supports this goal. We are also pleased to be able to support the sustainability of the British and Irish racing industries through new revenues.”

Through the arrangement, British and Irish racing will gain additional exposure in the Australian market, which the trio hopes will generate ‘a new revenue stream’ for the Flutter Group subsidiary.

SIS’s Commercial Director Paul Witten added: “UK and Irish horseracing content is an important contributor to Flutter’s revenues in jurisdictions around the world, and we are delighted to now be able to bring live pictures and additional content to Sportsbet’s Australian customers.”

RMG’s Commercial Director Nick Mills concluded: “We are delighted to team up with Sportsbet and grateful to our long-standing partners, Tabcorp, for helping to facilitate the partnership through broader distribution of its SKY Racing channel.

“This is a very exciting opportunity to increase the shop window for our racecourses, as well as generate additional international revenue.”

Earlier this year, SIS built on its international expansion strategy after promoting Helen Ridley to the new role of Head of Group Account Management and also appointing Michele Fischer as Digital Sales Consultant for the US market.