At The Races has agreed a multi-year turnover based streaming and data deal with Betfred, commencing January 2020. The deal covers the delivery of streaming and raceday data (which ATR sells as licensee for its racecourse rights holders) across ATR’s UK horseracing content and, significantly, shifts the pricing of that product 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.

Betfred is a long-term partner of ATR and a progressive force within the betting industry and this deal now allows both parties to work collaboratively on digital content innovation over the term.

Importantly, it also secures horseracing’s position at the forefront of Betfred’s digital platforms with the aim of maximising turnover on its content.

Matthew Imi, Chief Executive, At The Races said: “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.”

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