At The Races and SIS won the exclusive right to license betting operations in Great Britain and Ireland for pari-mutuel wagering on the Nov. 5-6 Breeders’ Cup World Championships.
ATR has also secured Internet streaming distribution rights to the Breeders’ Cup events for the British and Irish markets, and to archived World Championships races, according to a Sept. 10 joint release.
Breeders’ Cup in recent years has increased international pari-mutuel handle on its championship races.
“Partnering with At The Races and SIS in the UK and Ireland makes clear sense in terms of our mission to bring coverage of the Breeders’ Cup World Thoroughbred Championship to as many people as possible worldwide,” Breeders’ Cup chief executive officer Greg Avioli said in a statement. “With the support of ATR and SIS, we hope to expand wagering options for the UK and Ireland punters.”
ATR chief executive Matthew Imi said participation by Europeans in the Breeders’ Cup has made the championships “a ‘must see’ event for racing fans in the UK and Ireland.”
ATR’s in-home broadcast will feature an on-site production at Churchill Downs as well as a London-based studio presentation. In 2009, the Breeders’ Cup helped ATR record its highest daily audience reach of the year when nearly 500,000 different viewers tuned into the channel on a single day, Nov. 7, second day of the World Championships.
SIS will provide its 10,000-plus British and Irish licensed betting shops with full coverage from Churchill Downs on each night of the Breeders’ Cup, with live racing running up to the close of service, and comprehensive previews and result shows.