Racecourse Media Group taps Ellipse for AI data feeds to “demystify” horse racing 


Sports data and analytics provider Ellipse has landed a multi-year partnership with horse racing broadcaster Racecourse Media Group (RMG).

The parent company of CricViz and TennisViz will leverage its data engineering capabilities to provide RMG with AI-powered information streams that use machine learning to offer fans a better understanding of horse racing. 

Guy Evans-Tipping, CEO of Ellipse commented: “We are extremely excited to be partnering with RMG on this first-of-its-kind project in horse racing. 

“Ellipse has proven experience in delivering innovative analytics metrics across sports and our aim with horse racing is to attract and engage a new audience. 

“The team is hugely excited about innovating new performance metrics for RMG’s audience. It is a unique opportunity to demystify horse racing and will no doubt uncover new angles and narratives in the sport.”

Through the use of data tracking, Ellipse and RMG will work to generate new performance indices, as well as pre- and post-race insights also known as RaceiQ metrics. 

One example of an RaceiQ metric is the Lengths Gained Jumping (LGJ), which determines how well a horse has jumped throughout a race when pitted against its rivals and whether it has affected the outcome of the race. 

Roderick Grafton, Managing Director of Horse Racing at Ellipse, said: “We’re delighted to be working on such an innovative project with RMG. 

“The opportunity to combine our data science expertise with the knowledge of legends in the sport will allow us to produce RaceiQ metrics that will bring a deeper level of insight and understanding to racing audiences. 

“Lengths Gained Jumping is the first such metric and we are thrilled with the interest it has received so far.”

Both Ellipse and RMG have also been in contact with some of the most recognisable names from across the racing industry, including former champion jockey Ruby Walsh, ITV racing commentator Richard Hoiles, HWPA broadcaster Lydia Hislop, as well as Racing TV presenter and analyst Angus McNae. 

Martin Stevenson, CEO of RMG, concluded: “This partnership with Ellipse will herald a new chapter in how we understand and engage with the sport of racing. Ellipse has shown how, through the likes of CricViz in cricket, sport can be brought to life with innovative data and analytics. 

“We look forward to working together to engage with existing fans and attract new fans to the sport by using data to help predict how races might be run and won, which will also prove a valuable betting tool.”

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