1/ST Content and Tabcorp, Australia’s biggest wagering and entertainment company, announced Oct. 31 a multi-year Tier-1 operating partnership that will provide tote betting into local pools and fixed-odds wagering via the TAB brand and the SKY Racing channel on 1/ST Content’s portfolio of racetracks.
With this deal, 1/ST Content—a newly-formed operating group for all of 1/ST’s media and content companies (Monarch Content Management, Elite, GWS and XBTV)—has assembled a network of more than 70 tracks, managing more than 3,300 racing meetings annually from top North American circuits, such as Gulfstream Park, Laurel Park, Pimlico Race Course, Belmont Park, Aqueduct Racetrack, and Saratoga Race Course, alongside Del Mar, Keeneland, Tampa Bay Downs, Woodbine, and Santa Anita Park, which is hosting this weekend’s Breeders’ Cup World Championships.
“Tabcorp prides itself on expanding its variety of premium international racing content and this wide-ranging deal with 1/ST Content underscores that commitment,” said Adam Brownlee, general manager, SKY Racing and International Media. “The strength of their data and wagering technology, combined with a depth of broadcast and video streaming rights, makes them the clear provider of choice to facilitate both fixed-odds and commingling into Australian pools, which will help drive growth and diversified revenues for the racing sector.”
Simon Fraser, senior vice president international at 1/ST Content, added: “1/ST Content is delighted to announce our progressive partnership with Tabcorp, which is broadening the international appeal of North American Thoroughbred racing. It’s another key string to our bow in returning value to the genuine stakeholders in North American racing, ensuring they become the principal beneficiaries of revenues generated through international wagering, and safeguarding the domestic scene for the next generation of fan and bettor.
“Tabcorp naturally represents an incredibly strong partner for us in the Australian market, so it’s a real validation to benefit from their support, scope and local expertise. Their distributional spread across digital and retail is staggering, while their development of products is enhancing our offering significantly. It’s a great time to be growing our global audience ahead of the Breeders’ Cup World Championships and a packed fall and winter schedule.”
The partnership will enable greater coverage of North American horse racing via the TAB brand and the SKY Racing channel, a subsidiary of Tabcorp, with SKY Racing to continue its long support and promotion of international races throughout Australia and on its SKY Racing Active app.
These high-profile venues equip international operators with a highly-flexible programming schedule, supported by a steady stream of rapid-cycling betting opportunities that are proven to increase digital dwell-time for new and existing customers.
1/ST Content said its content network includes approximately 90% of all U.S. Thoroughbred racing, including every leg of the American Triple Crown, the season’s aforementioned flagship finale at the Nov. 3-4 Breeders’ Cup and January’s Pegasus World Cup Invitational Stakes.
A daily timetable of action, whose chronology complements international racing coverage across varied time zones from Europe to Australia, provides 1/ST Content’s global partners with a reliable source of fast-settling betting content at both prime time and off-peak viewing slots.
Working with many of the world’s leading fixed-odds, spread-betting and commingled wagering companies (such as Flutter Entertainment, bet365, VBET, Boylesports, Codere, OPAP, Playtech, William Hill and Entain). 1/ST Content has partnerships across Europe, Asia, North and Central America, and Australia. By corralling low-latency feeds from thousands of annual meetings (showcasing tens of thousands of races each year) North American racing is helping worldwide operators to engage untapped audiences by delivering 24/7 horse racing.
This press release has been edited for content and style by BloodHorse Staff.
