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At The Races streaming service expands with Football Conference

Sport Mediastream, the in-house streaming service operated by UK horse racing pay-television broadcaster At The Races, has acquired rights for the Football Conference, which comprises the three divisions below the English Football League.

Under the deal, At The Races has secured rights to produce and distribute an audio-visual service comprising live coverage of 30 Conference matches that are shown on UK pay-television broadcaster BT Sport. The service will also include archived match coverage and data to licensees in territories worldwide, excluding the UK and Ireland.

At The Races has also agreed terms for non-exclusive rights to archived coverage of Conference matches in betting preview programming on its UK and Ireland channel.

Earlier this week, At The Races said that Sport Mediastream, which launched in July 2013, would seek sports-rights outside of the pay-television channel's traditional horse racing coverage to broaden its appeal.