At The Races strikes streaming deal with Betfred | Deals | News | Rapid TV News
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In what the company claims is a ‘ground-breaking’ deal, horseracing channel At The Races (ATR) has agreed a multi-year turnover-based streaming and data deal with leading UK bookmaker Betfred.

SSR ATR 25NOv2019Beginning in January 2020, the deal covers the delivery of streaming and race day data which ATR sells as licensee for its racecourse rights holders across ATR's UK horseracing content. Significantly the new arrangement shifts the pricing of the data product from a pence per stream basis to one where ATR will receive a share of turnover on all bets placed. ATR’s content will be delivered via its wholly owned streaming platform, Sport Mediastream.

Betfred is a long-term partner of ATR and the companies believe that as well as allowing them to work collaboratively on digital content innovation, the deal also secures horseracing's position at the forefront of Betfred's digital platforms with the aim of maximising turnover on its content.

“Our partnership with Betfred is one to which we attribute great value and we are naturally delighted that this deal will not only deepen this relationship but unite us in working together, with a common goal, to maximise turnover on our horseracing product,” said At The Races chief executive, Matthew Imi.

Betfred.com managing director Rakesh Chablani added: “We are delighted to strengthen our partnership with ATR and we look forward to working together in growing our horseracing product.”