SPORTS BETTING

Australia – Tabcorp pens long-term deal with 1/ST CONTENT for racing content

By William - 31 October 2023

1/ST CONTENT has broadened its footprint after penning an operator partnership with Tabcorp, Australia’s largest wagering and entertainment company.

The deal is a multi-year agreement pertaining to tote betting into local pools as well as fixed-odds wagering on 1/ST CONTENT’S premier portfolio of racecourses.

The agreement will enable greater coverage of North American horse racing via the TAB brand and the SKY Racing channel, a subsidiary of Tabcorp, with SKY Racing to continue its long support and promotion of international races throughout Australia and on its SKY Racing Active app.

Adam Brownlee, General Manager, SKY Racing and International Media, commented: “Tabcorp prides itself on expanding its variety of premium international racing content and this wide-ranging deal with 1/ST CONTENT underscores that commitment.

“The strength of their data and wagering technology, combined with a depth of broadcast and video streaming rights, makes them the clear provider of choice to facilitate both fixed-odds and commingling into Australian pools, which will help drive growth and diversified revenues for the racing sector.”

1/ST CONTENT has a network of over 70 tracks, managing more than 3,300 racing meetings every year from top North American circuits, such as Gulfstream Park, Laurel Park, Pimlico, Belmont Park, Aqueduct and Saratoga, alongside Del Mar, Keeneland, Tampa Bay Downs, Woodbine and Santa Anita, scene of this weekend’s Breeders’ Cup World Championships.

These venues equip international operators with a flexible programming schedule, supported by a steady stream of rapid-cycling betting opportunities to increase digital dwell-time for new and existing customers.

1/ST CONTENT’s end-to-end solution, encompassing extensive content that maps approximately 90 per cent of all US thoroughbred racing, opens the door to many of the planet’s most prestigious horse races. Highlights include every leg of the Triple Crown, the season’s aforementioned flagship finale at the Breeders’ Cup (3-4 November) and January’s Pegasus World Cup.

Simon Fraser, Senior Vice President International at 1/ST CONTENT, added: “1/ST CONTENT is delighted to announce our progressive partnership with Tabcorp which is broadening the international appeal of North American Thoroughbred racing.

“It’s another key string to our bow in returning value to the genuine stakeholders in North American racing, ensuring they become the principal beneficiaries of revenues generated through international wagering, and safeguarding the domestic scene for the next generation of fan and bettor.

“Tabcorp naturally represents an incredibly strong partner for us in the Australian market, so it’s a real validation to benefit from their support, scope and local expertise. Their distributional spread across digital and retail is staggering, while their development of products is enhancing our offering significantly.

“It’s a great time to be growing our global audience ahead of the Breeders’ Cup World Championships and a packed Fall and Winter schedule.”