Flutter Entertainment has entered into a new strategic partnership with horse racing media rights holder Racecourse Media Group (RMG).
The agreement runs until 2028 and includes streaming rights and “other key areas of the RMG business”.
RMG will be granted access to Flutter’s marketing and promotional material, giving Flutter’s UK and Ireland customers access to RMG’s horse racing content in return.
RMG CEO Martin Stevenson said: “This agreement will have far reaching benefits for RMG’s racecourses and the industry itself.
“We are delighted to collaborate with Britain and Ireland’s largest betting company, Flutter Entertainment, which gives both companies the opportunity to work together to promote RMG’s racecourses and the sport.
“We will be able to call on the considerable marketing reach of both companies in terms of working together via sponsorships and advertising, to expand the appeal of our horseracing both domestically and overseas.”
RMG recently renewed deals with racecourses all over the UK, including high profile events such as the Randox Grand National Festival, Cheltenham Festival, Cazoo Derby Festival, Qatar ‘Glorious’ Goodwood Festival and Welcome to Yorkshire Ebor Festival.
Flutter also recently announced its acquisition of bingo operator Tombola in a deal worth over £400m.
“We’re delighted to confirm that we have reached a new long-term agreement with RMG, a key partner in providing the best possible horseracing product to our customers,” Flutter CEO for the UK and Ireland Conor Grant added.
“We have an important and longstanding relationship with the racing industry, investing a total of £100m through media rights, sponsorship, hospitality, marketing and the levy in the last year. We are continually looking for ways to collaborate directly with partners like RMG and the rest of the racing industry to enable British horseracing to achieve its great potential and secure the long-term sustainability of the sport.”
