BetMakers further enhances racing content via SIS and RMG partnership

BetMakers has signed a multi-year partnership with Sports Information Services (SIS) and the Racecourse Media Group (RMG) covering live streaming of British and Irish horse racing vision and wagering content.

As a result of the deal, BetMakers will act as an authorised supplier of vision and content held under rights by SIS and RMG to approved Australian corporate sports betting operators.

Todd Buckingham, BetMakers CEO and Managing Director, said: “The model of a global racing network, importing and exporting live vision and wagering-related data and content to promote racing across regulated jurisdictions across the world 24/7, is something BetMakers has been successfully promoting. 

“We are delighted to partner with SIS and RMG to bring British and Irish racing to as many punters as we can through our partner operators in Australia. This deal also supports British and Irish racing by increasing commercial returns for the sport.”

The agreement includes content from a range of UK and Irish racecourses, of which SIS holds the rights to all Irish tracks in addition to Ascot and Chelmsford City, whilst RMG maintains the rights to 34 British venues. 

“This is an important step in driving greater access for British and Irish horseracing content in Australia where we know it is popular with punters,” added Paul Witten, SIS’s Commercial Director.

“SIS has over thirty years’ experience promoting and facilitating vision and data to grow racing revenues on an international basis and this deal with BetMakers allows us to grow that reach through a number of new integrations with Australian digital operators.”

SIS and RMG had previously agreed to expand their five year cooperation by another three years from 1 April 2023 to 31 March 2026 to distribute and transmit audio-visual content and data from British racecourse

RMG’s Commercial Director, Nick Mills remarked: “We are pleased to see this deal eventuate with BetMakers, which builds upon our recent Sportsbet partnership and the long-standing relationship we have through Tabcorp and Sky Racing

“The deal results in a bigger audience within Australia, driving new digital revenues for our racecourses through increased returns generated by wagering turnover growth.”

An enhancement of BetMakers racing content, the deal follows the ASX-registered firm’s takeover of Sportech’s Racing, Tote and Digital assets last month, covering the US, UK and continental Europe and strengthening the operator’s position in the North American market.

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