Flutter Entertainment Agrees to Significant UK Horseracing Deals
Flutter Entertainment are the latest bookmaker to announce a deal to broadcast horse racing. The company has signed a commercial rights deal with Arena Racing Company (ARC), The Racing Partnership (TRP) and At The Races (ATR). Flutter will broadcast races in their retail shops in the UK, US, Australia as well as online.
As part of the deal, Flutter customers will have access from ARC and TRP races and will now have additional courses including Ascot, Chester and Bangor.
Flutter, who owns Betfair, Paddy Power, Sportsbet, FanDuel and TVG, have stated that they are exploring new ways to broadcast to customers. This deal adds Australian and South African horseracing as well as The Racing partnerships UK horseracing portfolio. The agreement also includes British greyhound racing as content from Greyhound Media Group tracks is part of the deal.
Arena Racing Company CEO Martin Cruddac said that the deal ensured a “strong and healthy“ online betting industry, which he believed was essential to the future of British Racing. He added that he was looking forward to working closely with Flutter and would continue to “provide a competitive and relevant product that appeals to the customers in all areas of its business”.
Describing the deal as a “landmark” moment, Flutter CEO Peter Jackson said the deal was confirmation of the brand’s commitment to horse racing. He added;
This wide-reaching deal also demonstrates our commitment to provide the best possible racing experience for our customers, through all possible media channels and across all our brands.– Peter Jackson, Flutter CEO.
Mathew Imi, CEO of At The Races, also praised the agreement stating that ATR and Flutter had “a long and successful relationship” and he was looking forward to developing this relationship further and maximising betting turnover on the horseracing product.
Flutter has not disclosed any financial details of the agreement except that it is a multi-year and multi-million-pound deal. Imi’s comments about betting turnover do however indicate that Flutter has agreed to a fee based on betting turnover, rather than the fixed-fee model that is currently in place.
Flutter is the latest operator to reach an agreement with horseracing media rights holders and join William Hill, Unibet, Betfred, BoyleSports, Betway and BetVictor who have all agreed to individual deals with Arena Racing Company. William Hill has launched their own free-to-air TV station to broadcast races, but so far Flutter has not confirmed if they intend to follow suit.