1/ST Content has extended its reach in Latin America (Latam) through a new deal with American Racing Channel in Uruguay.
The deal encompasses Uruguay’s two biggest horse racing tracks, the Uruguay at Hipódromo Nacional de Maroñas and the Las Piedras Racetrack.
“1/ST Content is delighted to establish this partnership with American Racing Channel to broaden the international appeal of Uruguayan horse racing from these two elite racecourses, especially as the famous Ramírez festival hoves into view in early January in the capital of Montevideo,” said Simon Fraser, 1/ST Content SVP of International.
“Horse racing already benefits from a strong history and robust following across Uruguay and proximate countries like Brazil, Argentina, Chile and Peru, which have produced some high-quality thoroughbreds, trainers and, above all, jockeys who have regularly showcased their skills in the States as well.”
The partnership has signed Codere as the first operator to integrate fixed-odds content, data and signals from both race courses.
“Thanks to this breakout relationship with our friends at American Racing Channel and Codere, we can also provide a more educational service and supporting marketing structure around this content in order to make it easily intelligible to both seasoned fans and unfamiliar audiences,” Fraser added.
“Furthermore, working with our alliance partners at Racing1 – the newly founded complete service hub for international racing – we are now able to distribute this content more broadly than ever before. Indeed, racing from the Americas is a great way to help global operators engage new and underserved audiences by delivering 24/7 horse racing, allowing us to return the value to two more stunning racetracks and their hard-working stakeholders.”
Horacio Esposito, VP at the American Racing Channel, commented: “We are very happy and excited to widen our services for Maroñas and Las Piedras racecourses, now including fixed-odds distribution, thanks to this partnership with our friends at 1/ST Content.
“Our long-term relationship with the Uruguayan racing industry is a true commitment to collaborate in the growing of the business, and this latest deal demonstrates that progressive intent.”