Britain’s Ascot Racecourse has agreed two new international media rights deals with At The Races (ATR) and SIS.

The agreements will grant both companies the exclusive right to show live racing coverage from the racecourse, for betting purposes as well as into Licensed Betting Offices (LBOs) within their respective territories.

Both deals will run from 1 March to 31 December 2021 and cover Royal Ascot and all other fixtures held at the racecourse, except British Champions Day.

“We have placed these two specialised international betting picture rights contracts with proven experts in their respective fields as part of our strategy to partner with entities that best suit each contract’s individual need,” said Ascot Racecourse chief commercial officer Juliet Slot.

“It is fantastic to extend our relationship for delivery to international fixed odds markets with SIS, who we are already working with in the UK market as part of the retail betting distribution, in partnership with RMG and, for Tote markets, to start working again with ATR’s international team."

ATR has been awarded international pari-mutuel betting rights across the world, excluding the UK, Hong Kong, Macau, Singapore and Australia. This will allow it to sell live coverage of the races for pari-mutuel betting, while ATR may also grant sub-licensees the right to deliver the coverage for use in LBOs and the right to make coverage available online for qualifying users.

“We are delighted to be working so closely again with Ascot in distributing their racing to the many important Tote wagering operators around the world,” said ATR chief executive Matthew Imi. “It is a responsibility we take very seriously as Ascot is a premium brand which resonates globally.

“We are also pleased to have been awarded the streaming contract to deliver racing from Ascot to our UK and Ireland bookmaker partners via our Sport Mediastream platform.”

Meanwhile, SIS has been granted international fixed odds betting rights across the world, excluding the UK, Hong Kong, Macau and Singapore, enabling it to sell coverage in connection with fixed odds betting within their territories.

SIS has also been granted the exclusive right to represent Ascot rights in connection with pari-mutuel betting in Australia.

“Extending our partnership with Ascot Racecourse is an important step, as we look to continually enhance our racing betting offer for our operator partners across the globe,” said SIS commercial director Paul Witten. “Ascot is world renowned for its thoroughbred horse racing, and is very popular with bettors internationally, so we are thrilled to be able to supply this to our customers via our 24/7 Live Betting Channels”.

Ascot Racecourse CEO Guy Henderson added: “Collaboration is key to the UK and international development of Ascot’s business. I would like to thank our two new partners for their support in working together to create a package which best serves our needs.”


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