SIS and At The Races have extended their exclusive coverage of the Breeders’ Cup World Championships for another three years.
The agreement with Breeders’ Cup Ltd means the races will continue to be shown on ATR and broadcast by SIS to betting shops across the UK and Ireland. ATR has also secured online streaming rights.
ATR and SIS will also have the exclusive rights to license UK and Ireland bookmakers to offer pari-mutuel bets on the Breeders' Cup, linked via partners TRNI to US pools. Total pools handle last year on Breeders' Cup races was more than $160 million.
With global appeal, the 15 Breeders' Cup Championship races carry a total prize fund in excess of $25 million and the event draws an attendance of more than 100,000 race-goers. This year's two-day meeting at Santa Anita, Los Angeles, is on November 2-3.
As part of the partnership agreement, ATR will provide more multi-platform coverage than ever before for racing audiences in the UK and Ireland. Anchored from ATR's new studio facility at SIS’ Milton Keynes production centre, coverage will include a full schedule of preview programming, a special focus on Breeders' Cup Challenge Series races and a dedicated Breeders' Cup event site at attheraces.com.
SIS will provide its 10,000-plus UK and Irish LBO customers with comprehensive Breeders' Cup previews, result shows and full live coverage from Santa Anita on each night with live racing running up to the close of the shop service.
Matthew Imi, Chief Executive, At The Races, said: "The Breeders' Cup continues to go from strength to strength as a racing event of genuinely global stature and always provides compelling viewing.”
George Irvine, Managing Director, SIS, said: "The Breeders' Cup is an attractive betting proposition for our customers with high quality, competitive action and we are delighted to continue our association with the event. SIS will continue to deliver the Breeders' Cup to UK and Irish betting shop audiences without charge to its FACTS customers."
Craig Fravel, President and CEO, Breeders' Cup Limited, said: "We are delighted to be working with ATR and SIS to help further grow the success and appeal of the Breeders' Cup.”