An opportunity has opened up in the UK greyhound racing sector as the Arena Racing Company (ARC) takes Premier Greyhound Racing (PGR) data rights to tender.
The process is set to begin this month, with the outcome being the ARC choosing a partner to provide betting operators and media groups with greyhound content from PGR-operated tracks.
PGR is a joint venture between UK horse racing track operator ARC and Entain, the LSE-listed betting and gaming firm behind the Ladbrokes and Coral high-street and online betting brands.
The two firms own nine of Britain’s 20 licenced greyhound tracks in Crayford, Hove, Monmore, Romford, Central Park, Perry Barr, Newcastle, Sunderland and Nottingham, whilst ARC also handles media rights for the independent tracks at Kinsley, Pelaw Grange, Sheffield, Swindon and Yarmouth.
Mark Kingston, Director of Media & Technology, ARC, said: ‘In January we were delighted to launch Premier Greyhound Racing and commit to providing the very best coverage of UK greyhound racing.
“This is just the start for PGR and we have major plans to develop the service to further engage greyhound fans. This includes the provision of the very best data set to support the sport.
“In addition to robustness, speed, reliability and a proven track record of delivery of excellence, we will be seeking to appoint a data services partner who will innovate and invest in a data set to engage core and newer customer segments, drive preference for betting on greyhounds, and deliver other engaging data innovations. We are very excited to go to market and invite interested parties to get in touch.”
Maximising engagement with sporting audiences and bettors has been a core objective of PGR over the past year, and has been the primary motivating factor behind its racing scheduling.
In December 2023, the company sought to further boost greyhound racing’s visibility via a partnership with Sky Sports and attheraces. From 1 January 2024 onwards all greyhound racing audiences can access the sport via a red button channel available on Sky Sports.