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1/ST CONTENT, a division of 1/ST RACING – one of the largest racing companies in the Americas – has expanded its international footprint by signing a sublicense agreement. The South African rights holder is 4Racing.
This multi-year agreement revolves around commingling, fixed-odds wagering for 1/ST Content’s leading racetrack portfolio. 4Racing is charged with managing the exploitation of and distribution of exclusive pictures and data across South Africa as well as the SADC (16 Member States) which includes Zimbabwe, Angola and Tanzania.
1/ST CONTENT has already assembled over 3,300 racing days each year at top North American racetracks such as Gulfstream Park Santa Anita Golden Gate Fields Laurel Park Pimlico Race Course Belmont Park Aqueduct Racetrack Saratoga Race Course Del Mar Keeneland Tampa Bay Downs Woodbine. Recent international distribution partnerships with NYRA, BetMakers, and CDI have made 1/ST content the dominant player in the international rights space.
In order to achieve this, 1/ST CONTENT now offers a network of more than 70 North American tracks that provides an unrivalled delivery of live images, data, and multidimensional betting. This gives international operators a highly flexible programming schedule and a constant stream of betting opportunities with rapid cycling, which has been proven to increase the digital dwell time for both new and existing clients.
The acclaimed 1/ST Content end-to-end system, which includes extensive content mapping approximately 90% of U.S. horse racing, opens up the world’s most prestigious races. Highlights include Pegasus World Cup and every leg of Triple Crown (including the Kentucky Derby and Preakness Stakes), as well as the Breeders’ Cup World Championships at Santa Anita (3-4 Novembre).
This daily schedule of exciting action, which complements the international racing coverage in different time zones, gives 1/ST CONTENT global partners a reliable and fast-settling source of betting content during peak viewing times throughout South Africa. The daily racing scenes of South Africa seamlessly transition to East Coast starting times, such as Gulfstream Park or Belmont Park.
Stephen Watson said, “1/ST CONTENT is the undisputed leader in live North American horse race content. It provides rights, betting data and live broadcasts, as well as video streaming, on behalf of a growing global portfolio. We are therefore delighted to be able to manage their portfolio in accordance with the terms of this new sublicense, which will allow us to maximize the reach of North American horse racing in South Africa, where it is well-known, as well as in the SADC emerging markets, where an educational approach is needed to this content in African States, where football is the king.
“4Racing, more generally, is reinvigorating South Africa’s horse racing industry and beyond, with a commitment towards diversity and transparency in their relationships with stakeholders. They are designing and implementing new projects and strategies to improve the sport.”
Simon Fraser is Senior Vice President for International at 1/ST Content. He added: 1/ST Content is excited to expand the reach of North American Thoroughbred Racing in South Africa and SADC by building on its strategic relationship with 4Racing. Fans and bettors can enjoy more high-quality racing coverage than ever, thanks to our service, which collects feeds with the lowest latency from thousands of meetings each year, featuring tens thousands of races every year. North American racing helps worldwide operators reach untapped audiences with 24/7 horse racing. It also allows us to return value to U.S. racetracks, their stakeholders and other stakeholders.
“4Racing has previously proved to be a valuable partner for us on the Southern African Market, so it is fantastic to expand an already valuable relationship. Their operators have a distribution scope that is unmatched, both in retail and digital.
