BetMakers has agreed to a multi-year deal with Sports Information Services (SIS) and the Racecourse Media Group (RMG) that will see live streaming of British and Irish horse racing as well as wagering content.
BetMakers will function as an authorised supplier of vision and material owned under SIS and RMG’s rights to approved Australian corporate sports betting operators as a result of the agreement.
Todd Buckingham, CEO and Managing Director of BetMakers, 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.”
Content covered in deal
The deal covers content from a number of UK and Irish racecourses, with SIS owning the rights to all Irish tracks save Ascot and Chelmsford City, and RMG owning the rights to 34 British tracks.
Paul Witten, SIS’s Commercial Director said: “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.
“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 earlier agreed to extend their five-year partnership by three years, from April 1, 2023, to March 31, 2026, in order to distribute and transmit audio-visual information and data from British racetracks.
Bigger audience within Australia
Nick Mills, RMG’s Commercial Director, said: “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.”
The agreement follows BetMakers’ acquisition of Sportech’s Racing, Tote, and Digital assets last month, which covered the United States, United Kingdom, and continental Europe, and strengthened the operator’s presence in the North American market.