Horse racing broadcaster At The Races (ATR) has agreed a multi-year streaming and data deal with British bookmaker Betfred.
ATR will deliver streaming and raceday data from its UK rightsholder partners to Betfred beginning January 2020, and will receive a share of revenue based on betting turnover.
ATR’s content will be delivered via its wholly owned streaming platform Sport Mediastream.
“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 horse racing product,” said At The Races chief executive Matthew Imi.
Betfred.com managing director Rakesh Chablani added: “We are delighted to strengthen our partnership with ATR and we look forward to working together in growing our horse racing product.”