British and Irish racing

British and Irish racing to gain exposure through Australian bookmaker Sportsbet

Australia’s largest online bookmaker Sportsbet has brokered a deal with the Racecourse Media Group (RMG) and Sports Information Services (SIS) for a multi-year streaming deal. This will allow Sportsbet to broadcast and offer wagers for British and Irish racing.

RMG is owned by 34 British racecourses, including the famous Aintree Racecourse, while SIS has the rights to Chelmsford and the 26 Irish racecourses.

Currently, British and Irish racing can be seen through Tabcorp’s SKY Racing network. This new partnership makes it available across the Sportsbet digital platforms. This will vastly increase the accessibility of these races for Australian audiences, in turn hopefully boosting the audience willing to interact with it.

Paul Bittar, GM of Sports Partnerships at Sportsbet, said: “We are really excited to be able to conclude this deal with RMG and SIS in order to bring live streaming of British and Irish racing to our huge Australian customer base. Sportsbet is always seeking to bring excitement to life for our customers and striking this deal on high-quality racing content supports this goal. We are also pleased to be able to support the sustainability of the British and Irish racing industries through new revenues.”

With many of the most prestigious racing events in the world taking place in Britain and Ireland, this new deal should hopefully be able to vastly increase the exposure racing currently enjoys in Australia.

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