BetVictor, Betway, BoyleSports and Unibet have joined Betfred in signing a turnover based streaming and data deal with At The Races (ATR), which will begin in January 2020.
The agreement will cover the delivery of streaming and raceday data, which ATR sells as a licensee for its racecourse rights holders across the platform’s UK horseracing content.
Under the terms of the agreement, the operators will shift from a pence per stream pricing model to one where ATR receives a share of turnover on all bets placed. ATR’s content will be delivered via its wholly owned streaming platform, Sport Mediastream.
Matthew Imi, Chief Executive, At The Races celebrated the new agreement: “We are delighted to have concluded these four important agreements and look forward to working closely with our partners to maximise betting turnover on our racing product.”
It affirms the strong relationship between the operators and the broadcaster, and will allow all parties to work collaboratively on digital content innovation over the term.
The agreement also shows a growth in support for the turnover-focused streaming model, which has recently faced scrutiny over concerns that operators’ margins could be hit by the new model.
At the time of signing the agreement, Rakesh Chablani, Managing Director of Betfred.com, said: “We are delighted to strengthen our partnership with ATR and we look forward to working together in growing our horseracing product.”