By Owain Flanders
Betfred has signed a multi-year turnover-based streaming and data deal with Sky Sports-owned At The Races, commencing January 2020.
Through the agreement, Betfred will receive streaming and raceday data across At The Races’ UK horseracing content.
In contrast to pricing based on a pence-per-stream basis, At The Races will receive a share of turnover on all bets placed while delivering content through its streaming platform, Sport Mediastream.
As a long-term partner of Betfred, At The Races has said it hopes the deal will allow "both parties to work collaboratively on digital content innovation over the term."
Rakesh Chablani, Managing Director at Betfred, said: "We are delighted to strengthen our partnership with At The Races and we look forward to working together in growing our horseracing product."
Matthew Imi, CEO of At The Races, said: "Our partnership with BetFred is one to which we attribute great value and we are naturally delighted 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."