After securing an exclusive long-term broadcast rights deal with Arena Racing Company (ARC), Entain Plc will revamp its live racing service across its entire sportsbook portfolio.
The exclusive partnership will see ARC bring a new range of horseracing and greyhound media items to Ladbrokes Coral’s UK flagship sportsbook unit, as well as Betdaq, Bwin, and Sportingbet’s digital betting brands.
Revitalise greyhound racing’s broader betting appeal
In addition, the alliance will seek to revitalise greyhound racing’s broader betting appeal, with Entain and ARC forming a new joint venture to retain greyhound racing’s live television rights for a five-year term.
Both UK raceday data and audio-visual coverage from ARC’s 16 UK racecourses, including Doncaster, Newcastle, Chepstow, and Lingfield Park, will be protected under the horse racing media rights portion of the Entain-ARC agreement. The agreement, which includes South African and Australian material, will begin on January 1, 2022 and conclude on December 31, 2029.
‘Vehicle for licencing media rights’
Meanwhile, Entain and ARC have agreed to form a joint partnership that will run from January 1, 2024, to December 31, 2029, and will act as the “vehicle for licencing media rights” from ARC greyhound tracks to Entain and other domestic and international betting operators.
Kevin Robertson, Managing Director of ARC’s Media and International Division said: “This deal between Arena Racing and Entain represents a new era of collaboration between the horse and greyhound racing industries and their bookmaker customers.
“Both Arena Racing and Entain are committed to the future of greyhound racing, and under the new JV we will be able to sustain and reinvigorate a sport that has been through significant change over the years. The launch of evening greyhound racing on Sky Sports Racing in February is hopefully the first of many new initiatives to promote and enhance the sport.”
Entain’s joint partnership with ARC is being promoted as a much-needed project for greyhound racing, which will be boosted by a “single optimised UK schedule” that will help all stakeholders.
The joint venture will air live greyhound matches from ARC-owned stadiums in Newcastle, Nottingham, Perry Barr, and Sunderland, as well as Entain’s greyhound tracks in Crayford, Hove, Monmore Green, and Romford.
Entain and ARC JV media rights will also include the independent tracks of Greyhound Media Group (GMG) in Kinsley, Sheffield, Swindon, and Yarmouth.
Progressive deal for greyhound racing
Adrian Bower, Entain Chief Procurement Officer said: “This is a progressive deal for greyhound racing, that will deliver a sustainable programme going forward, support greyhound welfare, and deliver more money into the sport.
“We have been looking for a long-term deal that delivers benefits to both parties, allowing us to focus on navigating the immediate challenge of Covid, while generating greater value for all.
“Ladbrokes and Coral are two of the biggest and longest-standing investors in, and supporters of horse racing and greyhound racing, and this significant commercial deal with Arena Racing is just further proof of our support for these two great British sports.”