SBC News Voice of the Sports Betting Industry
A partnership has been agreed between 4Racing TV and 1/ST CONTENT, focused around delivery of the latter’s North American racing content to the South African platform.
The agreement covers delivery of live pictures, data and multidimensional betting services from 70 North American tracks, and accounts for both commingling and fixed-odds betting.
For its part, 4Racing TV will focus on ‘exploitation and distribution’ of this content to South Africa’s diverse range of retail and online betting operators. The company, based in Johannesburg, will also distribute content to operators in the wider SADC (Southern African Development Community) such as Zimbabwe, Angola and Tanzania.
Stephen Watson, Head of 4Racing TV, said: “1/ST CONTENT stands alone as the proven pacesetter for live North American horse racing content, providing rights, betting data, live broadcast and video streaming on behalf of its growing global portfolio of partners.
“So, naturally, we’re delighted to take charge of their portfolio under the terms of this progressive new sublicense agreement, allowing us to maximise the reach of North American racing not only in South Africa (a territory long-familiar with horse racing), but also in a broader span of the SADC’s emerging markets where a more educational play around this content is required in African States where football is king.
“More generally, 4Racing is reinvigorating the horse racing industry in South Africa and beyond with a commitment to diversity and transparency in its relationships with stakeholders, designing and implementing a series of new projects and strategies for the betterment of the sport.”
1/ST Content covers over 90% of US horse races, including the Pegasus Cup as well as meetings from Gulfstream Park, Santa Anita, Golden Gate Fields, Laurel Park and Pimlico Race Course, Belmont Park, Aqueduct Racetrack and Saratoga Race Course, among others.
The company has been shoring up its offering in recent months with B2B partnerships such as with Australian wagering solutions provider BetMakers, whilst also seeking to expand its international scope.
On the latter objective, the company has sought out partnerships with the likes of Flutter Entertainment’s Sky Bet and ‘supercharged bookmaker kwiff.
The firm is now eyeing up a foothold in South Africa, home to companies such as Betway and Sportingbet, whilst its regulatory framework was highlighted as one of the most favourable in Africa at SBC Summit Barcelona.
Simon Fraser, Senior Vice President of International at 1/ST CONTENT, added: “1/ST CONTENT is thrilled to build on our strategic relationship with 4Racing to widen the international reach of North American Thoroughbred racing in South Africa and SADC.
“As a result, fans and bettors around the world can now enjoy more coverage of top-quality racing than ever before, as out service corrals the lowest-latency feeds from thousands of annual meetings, showcasing tens of thousands of races each year.
“North American racing continues to assist worldwide operators in engaging untapped audiences by delivering 24/7 horse racing, and helps us return the value to a host of US racetracks and their key stakeholders.
“4Racing have previously proven to be a strong partner for us in the Southern African market, so it’s fantastic to be expanding on an already valuable partnership. The distributional scope of their operators is second to none, across both retail and digital.”
