Irish deal for At The Races
The agreement, which started on June 11, is a four-and-a-half-year deal and gives At The Races exclusive non-terrestrial picture and interactive betting rights in the United Kingdom and Ireland.
The arrangements will also allow ATR to include Irish racing content, on an exclusive basis, in any product delivered into international pool betting outlets as well as in channel form to international pay television platforms.
Matthew Imi, chief executive of At The Races, said: “I am particularly happy that for the next four and a half years ATR will be the exclusive non-terrestrial broadcaster of Irish racing in the UK and Ireland.
“We will be covering at least 250 race meetings a year and I am looking forward to sitting down to agree a marketing strategy to give Irish racing in the UK a lot more exposure going forward.
“We have already seen through viewing figures and interactive betting turnover that there is an appetite for the racing and we want to build on that.”
Brian Kavanagh, chief executive of Horse Racing Ireland, said: “We are delighted to conclude this long-term agreement with At The Races.
“The feedback from the coverage of Irish racing to date has been very positive and this deal, together with our arrangements with SIS for exclusive betting shop coverage worldwide, ensures that Irish racing is now available on all major international betting platforms.
“The quality of the horses in training in Ireland is very high at present and we look forward to working with At The Races over the coming years to showcase our racing on the international stage.”
Jerry Desmond, chairman of the Association of Irish Racecourses, added: “This agreement, together with our other media rights arrangements, ensures widespread exposure for Irish racing to both the home and international markets.
“The benefits for Irish racecourses will, I believe, be two-fold.
“Firstly, there will be a financial benefit arising from any resultant growth in worldwide betting on Irish racing and, secondly, the increased awareness of the product from the ATR service being available in Ireland should help to further boost attendances at our racecourses.”
