At The Races (ATR) and Betfred have signed a ground-breaking new deal that means punters will be able to stream live racing from any of Sky Sports Racing’s racetracks without having to first place a bet.
The deal, which will come into effect in January 2020, is a move away from the traditional 'bet and watch' model in which online customers have to place a bet on a race in order to view the live stream, to a 'watch and bet' approach.
The turnover-based deal means that Betfred customers would be able to stream races for free, in the hope it can boost betting revenue.
The new model means ATR, which is the licensee of the data and streaming rights for all of Sky Sports Racing’s 24 courses, will receive a share of turnover on all bets placed, rather than a set fee for every race streamed – meaning racecourses will also benefit financially.
ATR will use its wholly owned streaming platform Sport Mediastream to deliver coverage and data content to Betfred.
This new multi-year deal, which commences in January 2020, affirms the strong relationship between the operator and the broadcaster, with Betfred having been a long-term partner of ATR.
Matthew Imi, chief executive of At The Races said: "Our partnership with Betfred is one to which we attribute great value and we're naturally delighted that this deal will not only deepen this relationship but unite us in working together, with a common goal, to maximise turnover on our horseracing product."
Betfred.com’s managing director, Rakesh Chablani, added: "We're delighted to strengthen our partnership with ATR and we look forward to working together in growing our horseracing product."