Betfair to Benefit from U.S Breeders’ Cup Deal

23rd October 2009 7:51 am GMT

Further expanding its coverage of leading international horse racing, Betfair has announced a landmark licensing agreement with Breeder's Cup Limited that will see Breeders' Cup races, one of the richest sports events in the United States, streamed online to Betfair's worldwide customer base of over 2.5 million alongside access to common pool betting on the championships.

The agreement marks the first time that Betfair will co-mingle into the Breeders' Cup pools.

"Our agreement with Betfair is an important milestone in our ongoing effort to grow the international simulcast wagering market for the Breeders' Cup World Championships," said Greg Avioli, Breeders' Cup President and CEO.

"As more and more international horses participate in our championships, interest levels and wagering handle from around the world continue to increase, allowing us to maintain the highest possible purse levels for the event."

The licensing agreement will allow Betfair to live video stream the Breeders' Cup races via its website and to promote exchange wagering for their international customers. Under the agreement, Betfair will be able to use the Breeders' Cup marks and advertising in the marketing of the Championships.

"We are delighted to provide our customers with the ability to directly access the tote pools to America's premier racing event," said Stephen Burn, Betfair's Director of Horseracing.

"Our partnership with the Breeders' Cup is the beginning of what we intend to be a mutually beneficial partnership with US racing."

Betfair and Breeders' Cup already have a strong partnership via Betfair's TVG, the leading interactive horseracing network in the U.S purchased by Betfair earlier this year. TVG is an official media partner of the Breeders' Cup and the sponsor of the TVG Breeders' Cup Mile.

The 26th Breeders' Cup World Championships takes place at Santa Anita Racetrack in Los Angeles, California, on November 6th and 7th, consisting of 14 races with over $25.5 million in purses. Last year's event attracted a record 31 starters from outside the U.S, and was telecast to 140 countries worldwide, with more than $100 million in winning wagers returned to fans at betting locations around the world.

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