ARC grows European footprint with Ladbrokes Belgium deal

Arena Racing Company (“ARC”) has strengthened its European footprint, announcing that Ladbrokes Belgium has agreed a deal to take European Racing Channel (ERC) into its network of shops.

The agreement expands the footprint of ARC’s meetings with it enabling Belgium’s biggest retail betting shop operator, to now showcase all UK horseracing and BAGS greyhound racing to a growing audience across Belgium.

ARC’s Director of International Markets, Antony Hopkins, commented on the new deal: “We are delighted that Ladbrokes Belgium has committed to show the European Racing Channel across their retail estate in Belgium. This will give them access to our quality UK and international thoroughbred content and they will receive all BAGS greyhound content which provides the reliability and margins that are so important for operators and their customers.”

Ladbrokes Belgium’s Managing Director, Yannik Bellefroid also praised the deal: “We are committed to offering our customers live events of the highest quality and this new agreement with ARC ensures we now can offer all UK horseracing and BAGS greyhound racing together with Australian, South African and North American content. This will be available in all our shops and on our betting terminals to cement our place as market leaders.”

Retail Operations Director for Ladbrokes Belgium, Tom Stammeleer, added: “We couldn’t be happier to have entered into this agreement with ARC to ensure that our customers now have access to all UK thoroughbred racing, along with top quality international horse and greyhound racing, including importantly all BAGS content.”

The European Racing Channel (ERC) comprises thoroughbred and greyhound content from Tier 1 jurisdictions of the UK, South Africa, Australia and North America. There are over 45,000 live events each calendar year in the service

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