Ascot Inks Two New Media Rights Deals

[Wandering Eyes]

Ascot Racecourse has entered into two new international media rights deals with At The Races (ATR) and SIS, respectively, allowing them exclusive rights to show live racing coverage for betting purposes, as well as into licensed betting offices within their territories from Mar. 1, 2019 to Dec. 31, 2021. The deals cover Royal Ascot and all other fixtures held at the racecourse except for British Champions Day.

International pari-mutuel betting rights across the world-excluding the UK, Hong Kong, Macau, Singapore, and Australia-were awarded to At The Races, who is also permitted to sell live coverage of the races for pari-mutuel betting within their territories, grant sub-licensees the right to deliver the coverage for use in licensed betting offices and the right to make coverage available online for qualifying users. ATR will also have exclusive rights to license the rights to certain pari-mutuel betting operations which also sell fixed-odds betting rights, including MIPAAFT in Italy, PGE in South Africa and licensed ADWs in the US.

International fixed-odds betting rights were awarded to SIS, excluding the UK, Hong Kong, Macau and Singapore, while the company will be able to sell coverage in connection with fixed odds betting within their territories. Ascot will also be represented exclusively by SIS in connection with pari-mutuel betting in Australia.

“We have placed these two specialised international betting picture rights contracts with proven experts in their respective fields as part of our strategy to partner with entities that best suit each contract’s individual need,” said Ascot Racecourse Chief Commercial Officer Juliet Slot. “It is fantastic to extend our relationship for delivery to international fixed odds markets with SIS, who we are already working with in the UK market as part of the retail betting distribution, in partnership with RMG and, for Tote markets, to start working again with ATR’s international team. Separately, we also look forward to working with ATR, using their Sport Mediastream platform, for the streaming of our racing content to UK and Ireland bookmakers from March.”

Added At The Races Chief Executive Officer Matthew Imi, “We are delighted to be working so closely again with Ascot in distributing their racing to the many important Tote wagering operators around the world. We are also pleased to have been awarded the streaming contract to deliver racing from Ascot to our UK and Ireland bookmaker partners via our Sport Mediastream platform.”

“Ascot is world renowned for its Thoroughbred horse racing, and is very popular with bettors internationally, so we are thrilled to be able to supply this to our customers via our 24/7 Live Betting Channels,” said SIS Commercial Director Paul Witten.

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