The Racing Partnership has secured its first retail media rights deal with betting shops (“LBOs” - Licensed Betting Offices).
This ground-breaking deal was initiated between The Racing Partnership and the Bookmakers Technology Consortium (“BTC“) but contracts signed to date come from right across the independent sector in the UK and Ireland. BTC represents over 450 independent LBOs including Jenningsbet, Stan James and Corbetts.
This deal is the first time that the horseracing industry has sold its media rights directly to the retail bookmaking industry.
The deal will see pictures from the 22 racecourse that are part of The Racing Partnership shown throughout the UK and Ireland. Subscribers will begin to receive racing from South Africa, via the TRP TV Channel, from 1 September 2016 onwards. From the start of 2017, the TRP service will provide pictures, commentary and data from all of the racecourses previously owned by Arena Leisure (Doncaster, Lingfield Park, Royal Windsor, Southwell, Wolverhampton, and Worcester racecourses). Coverage from Fakenham, Hexham and Towcester will be added to the schedule from May 2017, with 13 more racecourses (Bath, Brighton, Chepstow, Ffos Las, Fontwell Park, Great Yarmouth, Hereford, Newcastle, Newton Abbot, Plumpton, Ripon, Sedgefield and Uttoxeter racecourses) added from January 2018.
This schedule of content equates to around 650 fixtures per year with The Racing Partnership’s racecourse members making up 40% of UK horseracing fixtures. With the South African content the TRP TV channel will show almost 1,100 fixtures per year.
Beyond the LBO environment all racing will continue to be aired via The Racing Partnership’s media partner At The Races on Sky Channel 415 and Virgin Media Channel 535.
ARC’s Director of Media Technology and Production and Director of The Racing Partnership, Mark Kingston said: “We have listened to independent bookmakers and put together a proposal for a new service. Based on the speed and level of uptake, it is clear that we have been able to come up with an offer that meets their requirements and provides a clear and transparent way forward for the independent sector. With more fixtures, better field sizes and quality of product, The Racing Partnership is already demonstrating its commitment to delivering a product of value to the retail sector.”
BTC Director, Howard Chisholm, said: “It has been a real positive for independent bookmakers to be consulted before a channel begins operation. TRP will be for independents and we in BTC intend to work with the channel to ensure it provides content relevant to independent operators on both sides if the Irish Sea.“
Jenningsbet’s Joint Managing Director, Julian Knight, said: “As an independent LBO operator with almost 100 shops, competing in an ever more challenging marketplace, it is essential that we plan effectively for the future. The agreement with The Racing Partnership gives us clarity, certainty and collaboration relating to content which is absolutely essential for our business.”