1/ST enhances Canadian coverage in Assiniboia Downs deal
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1/ST CONTENT has added Canadian racetrack Assiniboia Downs (ASD) to its portfolio of racetrack partners, adding content from the track to its international coverage.

The company began distributing content from the track on 20 May, when its racing season started. Live racing is staged every Monday, Tuesday and Wednesday from 7:30pm local time from May to mid-September.

ASD becomes the latest Canadian racetrack in 1/ST CONTENT’s portfolio, sitting alongside Woodbine, Fort Erie and hastings. The group’s international portfolio includes racing content from Europe, South Africa and Australia.

“The sheer distributional scope of 1/ST CONTENT’s international operator network is second to none,” remarked Darren Dunn, CEO of Assiniboia Downs.

“Therefore, it was a logical step for ASD to partner with them to distribute our upcoming calendar to a new legion of bettors outside Canada, thereby increasing returns to the core stakeholders of our domestic scene here in Winnipeg.”

North American racing has become a key focus market for 1/ST CONTENT, providing rights, betting data, live broadcast and video streaming services to racetracks.

The company has broadened its reach into other markets, however, including some of Europe’s most prominent horse racing scenes. Last month it partnered with France Galop in a deal seeking to improve connections between French and North American racing.

Simon Fraser, Senior Vice President International at 1/ST CONTENT, added: “1/ST CONTENT is delighted to have added Assiniboia Downs to our all-encompassing North American roster, optimising our wider Canadian content and introducing a fresh cohort of global racing fans to one of the true hidden gems in North America. 

“ASD’s reliable off times and inimitable content, which sometimes shows events such as team-based bareback Indian Horse Relay racing, offers something different in an often homogenised marketplace.

 “Observing other unsupportive models, we are more dedicated than ever to returning the value to racing’s stakeholders, who have historically missed out with grasping suppliers that return funds to non-racing organisations and simply aren’t committed to the sustainability and welfare of the sport. We look forward to delivering more coverage of high-class Canadian racing than ever before to fans and bettors around the world.”

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