AllSported expands international portfolio via Racing Partnership deal

By | June 16, 2022

AllSported has signed an agreement with The Racing Partnership, expanding its holdings of international horse racing data rights. 

The arrangement will see AllSported carry data for UK and South African horse racing content on its platform, distributed to licensed betting operators. 

AllSported aims to improve engagement with customers via front end content, whilst also offering benefits to rights holders by extending the trading window, which it hopes will generate greater turnover. 

Alan Casey, CEO of AllSported, said: “This is a huge step for us as we continue to make racing available to a wider audience, with an official product that contributes back into racing in the respective territories.

“The best path to success for racing is an engaging product for customers with competitive pricing. This benefits customers and operators, while also returning revenue to rights holders so they can continue with their efforts to grow the sport. Of course, this serves to improve the final product as well.

“We’re deeply excited to work with The Racing Partnership and look forward to a mutually beneficial relationship as we change the face of horse racing for the better.”

The agreement marks another step in AllSported’s growth strategy as it pursues an objective to widen racing’s audience, whilst offering a data-driven product to bookmakers and directing money back into domestic racing. 

Additionally, the group has also announced an integration with the Press Association (PA), incorporating the latter’s race day data into its offering in combination with AllSported’s existing support from the Racing Post, Banach and TXODDS as a former joint venture between the three organisations. 

AllSported went private early last month following a ‘substantial investment’, in doing so taking control of its full operations and pursuing an ‘aggressive’ growth strategy, providing content, data, and odds through a single platform integration.

The Racing Post add-on will continue as part of AllSported’s package, backed by the TXODDS horse racing product, in order to provide an ‘immediate tier-one content offering to bettors’. 

“We’re delighted to have entered into this licence agreement with AllSported,” added Mark Kingston, Director of Media Technology and Production at The Racing Partnership.

“We’ve been extremely impressed by the passion, vision and integrity, as well as the attention to detail that they have shown in our dealings with them. We look forward to a long and successful partnership, as both our businesses continue to grow.”

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