At the Races Secures Exclusive Breeders' Cup Rights for a Further 3 Years; SIS Retains Exclusive LBO Rights in UK and Ireland
At The Races today announced a partnership agreement with Breeders’ Cup Limited that will see ATR and SIS extend their exclusive UK and Ireland rights to screen live coverage of the Breeders’ Cup World Championships. The agreement means ATR and SIS will retain exclusive coverage in the UK and Ireland for another three years commencing with this year’s two day meeting at Santa Anita, in Arcadia, California near Los Angeles, to be held on November 2nd and 3rd.
With global appeal, the fifteen Breeders’ Cup Championship races carry a total prize fund in excess of $25 million and the event draws an attendance of over 100,000 racegoers. ATR and SIS will have the exclusive right to license UK and Ireland bookmakers to offer pari-mutuel bets on the Breeders’ Cup linked, via partners TRNI, to host US pools. Total pools handle last year on Breeders’ Cup races was over $160 million.
As part of the partnership agreement, ATR will use its broad media platform to raise further the profile of the Breeders’ Cup World Championships event and provide more multi-platform coverage than ever before for racing audiences in the UK and Ireland. Anchored from ATR’s new studio facility, coverage will include a full schedule of preview programming, a special focus on Breeders’ Cup Challenge Series races and a dedicated Breeders’ Cup event site at attheraces.com.
ATR has also secured live streaming rights to the Breeders’ Cup events for the UK and Irish markets and will be able to distribute live content to its partner bookmakers in the territory. ATR will have access for its own use to archive streams of Breeders’ Cup World Championships races and key Challenge Series races.
Matthew Imi, Chief Executive, At The Races said:
“The Breeders’ Cup continues to go from strength to strength as a racing event of genuinely global stature and always provides compelling viewing. We look forward to extending our valued relationship with the Breeders’ Cup team and helping deliver exceptional coverage, both during the event and throughout the build up, to our two million monthly viewers and one and a half million monthly website users."
SIS will provide its 10,000 UK and Irish licensed betting shop customers with comprehensive Breeders’ Cup previews, result shows and full live coverage from Santa Anita on each night with live racing running up to the close of the LBO service.
George Irvine, Managing Director, SIS LBO Division UK and International said:
“The Breeders’ Cup is an attractive betting proposition for our customers with high quality, competitive action and we are delighted to continue our association with the event. SIS will continue to deliver the Breeders’ Cup to UK and Ireland betting shop audiences without charge to its FACTS customers.”
Craig Fravel, President and CEO, Breeders’ Cup Limited said:
“We are delighted to be working with ATR and SIS to help further grow the success and appeal of the Breeders’ Cup. Under a new brand campaign – “The Best is Yet to Come” - we are appealing to new audiences at home and abroad and the UK and Ireland is an important international marketplace for us.”