A new deal signed between At The Races (ATR) and Betfred moves the financing from the delivery of the stream to the amount of any bet placed.
The agreement covers the delivery of streaming and raceday data (which ATR sells as licensee for its racecourse rights holders) across ATR’s UK horseracing 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.”
ATR’s content will be delivered via its wholly owned streaming platform, Sport Mediastream.
The former At The Races channel is now branded Sky Sports Racing.
