Racing.com strikes new media deal with top online bookies

RACING.COM has announced a new set of wagering partnerships with three of Australia’s most prominent on online bookmakers.

It was revealed on Tuesday that CrownBet, Sportsbet and Bet365 had struck two-year deals that included rights to deliver integrated thoroughbred racing coverage for Racing Victoria’s free-to-air live broadcasts.

The news comes as part of Racing.com’s move to rejig its media model and wagering partnerships for both midweek and weekend race meetings.

CrownBet.com.au will stay on as the integration partner for Saturday racing broadcasts.

That includes both daytime and night racing events, as well as the Before The First form program.

Sportsbet.com.au will now provide wagering coverage for Thursday and Friday races, including the increasingly popular Friday night fixtures at Cranbourne, Moonee Valley and Pakenham.

Bet365.com.au has picked up all Sunday, Monday, Tuesday and Wednesday racing action, along with featured meetings from both metropolitan and country tracks.

The British bookie will also have a presence on Before The First and seasonal review programs such as Spring Insiders and Autumn Insiders.

Andrew Catterall, the Racing.com CEO, said the partnership agreements would breathe new life into Australian racing coverage.

“I am pleased to be able to continue our successful partnership with CrownBet as well as welcoming Sportsbet and Bet365 as new partners to our platform,” he said in a statement on Tuesday.

“Over the last 18 months since our launch, we have had CrownBet as our exclusive race day integration partner.

“Moving to the three integration partners, each with clean air around specific race days, will bring new energy and innovation to the presentation of race days on Racing.com.

“The new partnership model will deliver revenue growth and will help with the acquisition of further rights and content.

“Over the next two years, we will work with all three partners to expand magazine programming on the channel and relaunch our digital assets.

“I would also like to thank Ladbrokes for their support of Racing.com as Associate Wagering Partner over the past two years and wish them continued success.”

The three online bookies will share integrated coverage of the 18 Victorian feature meetings, which include highlight events such as the Caulfield Cup, Manikato Stakes, Cox Plate, Victoria Derby, Melbourne Cup, VRC Oaks, Stakes Day and Zipping Classic.

Cormac Barry, the Sportsbet CEO, said the deal was a big win for all concerned, not least the millions of Australian punters who rely on free-to-air racing coverage.

“Partnering with Racing.com further cements Sportsbet’s commitment to the racing industry and our belief that free-to-air broadcast of racing is crucial to the future success of the sport,” Barry said.

“We are particularly excited about the opportunity night racing presents and in conjunction with Racing.com, we will bring new and engaging content to the audience across all of our respective channels.”

Sportsbet will join CrownBet on the Racing.com network as of Thursday, June 1, with Bet365 scheduled to complete the triumvirate at the start of July.

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