Racecourse Media Group (RMG) has teamed up with Sports Information Services (SIS) and Perform Content to distribute Australian horse racing rights to European betting operators.

Melbourne Racing Club (MRC) and Thoroughbred Racing South Australia (TRSA) have appointed RMG as its distribution partner for live Australian racing, including last Saturday’s Caulfield Cup.

RMG, working with SIS and Perform, will deliver exclusive coverage from MRC’s three racecourses, Caulfield, Sandown (Ladbrokes Park) and Mornington, in addition to TRSA’s 25 racecourses.

“This is a great opportunity to showcase exciting, quality racing and grow international revenues for MRC and TRSA via our distribution network in Europe, as well as increasing wagering income for our racecourse shareholders,” said RMG commercial director Nick Mills.

“RMG and our partners SIS and Perform Content are excited to offer bookmaker partners the best solution for their streaming and LBO requirements. We have been delighted with the initial take-up from some of the market’s leading operators and look forward to launching more partners in the very near future.”

SIS will distribute the content exclusively to betting shops, as well as adding the races to its 24/7 Betting Channels in Europe, while Perform will distribute the racing to online bookmakers exclusively in Britain and Ireland via Racing UK’s streaming service, with the content also available for European operators. Racing UK will have exclusive rights to show racing from the 28 racecourses.

“We are so excited to be partnering with RMG, SIS and Perform in delivering MRC and TRSA content to punters in the UK, Ireland and Europe,” said Jake Norton, executive director of racing and membership at MRC. “More and more, our racing paths cross in our global sport and we are fortunate to have such grand partners to deliver our content in and around the home of horseracing.”

SIS product director Paul Witten said: “We are thrilled to be able to deliver coverage from Melbourne Racing Club and Thoroughbred Racing South Australia to our bookmaker partners across Europe. The high-quality racing will provide our customers with excellent betting content during the early hours, and will complement our premium racing content from Europe, Asia, Africa and Latin America.”

Perform Content chief commercial officer Andrew Ashenden added: “We are delighted to collaborate once again with long-term partners RMG to offer Australian racing to our established network of customers across the UK and Europe.

“The close working relationship we have with RMG and the capability of our platform has seen the service already go live with many of the UK’s top operators including their European territories, with RMG also offering the flexibility of a Bet to View or Watch & Bet model.”


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