BetVictor, Betway, BoyleSports and Unibet have joined Betfred in joining the At The Races (ATR) turnover-based streaming and data contract, which will begin in January 2020.
The deal will include the supply of streaming and raceday data that ATR provides through the UK horseracing content of the site as a licensee for its racecourse rights holders.
Under the terms of the agreement, the operators must switch from a pence per stream pricing model to one where ATR earns a turnover share on all bets placed. The content of ATR will be distributed via Sport Mediastream, its wholly owned streaming platform.
The new agreement was announced at The Races by Matthew Imi, Chief Executive: “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.”
This affirms the strong relationship between the operators and the broadcaster and will allow both parties to work together over the term on innovating digital content.
The agreement also shows an increase in support for the turnover-focused subscription model that has recently been subject to scrutiny over fears that the new model might affect the operators ‘ margins.
Rakesh Chablani, Betfred.com’s Managing Director, said at the time of signing the agreement: “We are delighted to strengthen our partnership with ATR and we look forward to working together in growing our horseracing product.”