Ascot teams up with ATR, SIS for international betting rights

The UK’s Ascot Racecourse has agreed international rights deals for the betting market with pay-television broadcaster At The Races and SIS, a provider of end-to-end products and services to the betting and broadcast industries.

The deals will run through to the end of 2021 and allow the respective parties the exclusive right to show live racing coverage, for betting purposes as well as into licensed betting offices within their territories.

ATR has been awarded international parimutuel betting rights across the world, excluding the UK, Hong Kong, Macau, Singapore and Australia. ATR will be permitted to sell live coverage of the races for pari-mutuel betting within their territories. ATR may grant sub-licensees the right to deliver the coverage for use in LBOs and the right to make coverage available online for qualifying users.

ATR also have the exclusive right to license the rights to certain pari-mutuel betting operations which also sell fixed-odds betting rights, including MIPAAFT in Italy, PGE in South Africa and licensed advance-deposit wagering outlets in the US.

SIS has been awarded international fixed odds betting rights across the world, excluding the UK, Hong Kong, Macau and Singapore. This will enable it to sell coverage in connection with fixed odds betting within its territories. SIS has also been granted the exclusive right to represent Ascot rights in connection with pari-mutuel betting in Australia.

Both deals cover the showpiece Royal Ascot meeting and all other fixtures held at the racecourse, except British Champions Day.

Juliet Slot, chief commercial officer at Ascot Racecourse, said: “It is fantastic to extend our relationship for delivery to international fixed odds markets with SIS, who we are already working with in the UK market as part of the retail betting distribution, in partnership with RMG and, for Tote markets, to start working again with ATR’s international team.

“Separately, we also look forward to working with ATR, using their Sport Mediastream platform, for the streaming of our racing content to UK and Ireland bookmakers from March.”