Breeders’ Cup Limited, operator of the US Breeders’ Cup World Championships horse race, has signed an exclusive media arrangement with 1/ST Content.
The agreement will encompass content rights, data, fixed-odds and signals for the Championships, one of the biggest events in the US horse racing calendar.
1/ST Content will distribute broadcast and video streaming content for fixed-odds wagering to its international sportsbook partners outside of North America. The company operates with a primary focus on distributing US racing content to non-US betting stakeholders.
Justin McDonald, Executive Vice President and Chief Marketing Officer for Breeders’ Cup Limited, said: “The Breeders’ Cup is happy to renew and grow our close collaboration with 1/ST CONTENT in order to widen the reach of our global championship event.
“As a result, sports fans and bettors around the world can look forward to more in-depth coverage of the Breeders’ Cup World Championships from the most revered racetracks in the US over the coming years, including the next two renewals at Del Mar.
“We look forward to seeing our elite portfolio of races showcased to more and more fans across both mature and emerging markets.”
The Breeders’ Cup World Championship will be held at Del Mar Thoroughbred Club in Southern California, culminating with the Longines Breeders’ Cup Classic. The addition of the fixture to 1/ST’s roster follows a series of other partnerships with prominent North American racetracks.
The company counts the Pegasus World Championship in its fixture portfolio, and its roster was most recently expanded with the addition of Canada’s Assiniboia Downs. To further foster connections between European and US racing the company also signed a deal earlier this year with France Galop.
Simon Fraser, Senior Vice President of International at 1/ST CONTENT, added: “It’s an honour to continue working in stride with the Breeders’ Cup team and some of our nation’s finest racetracks to promote a world-class festival that continues to operate at the zenith of its powers for prize funds and international participation. And our growing global audience of fixed-odds bettors outside of the States bear fitting tribute to that fact.
“Our continued commitment is to support the Breeders’ Cup’s efforts to deliver its horse racing content and wagering to a worldwide stage. We know our natural synergies will reliably benefit horse racing’s consumer economy, both at home and abroad. And speaking more broadly, this deal represents another significant step in ensuring that North American racing’s stakeholders secure their warranted status as the primary beneficiaries of revenues generated through international wagering.”
