The multi-year, multi-million-pound deal with racecourse operators Arena Racing Company (ARC), The Racing Partnership (TRP) and At The Races (ATR), will cover Flutter’s UK retail and online racing business, as well as operations in the US and Australia.
The deal also includes a new streaming agreement between Flutter and ATR, which will give customers access to live pictures and data from ARC and TRP racecourses.
Another element will see the parties work together to present racing to Flutter brands such as Paddy Power and Betfair customers, while including UK horseracing covered by TRP.
Flutter Entertainment CEO Peter Jackson, said: “Flutter has been a major supporter of horseracing for several decades and this landmark agreement with ARC and ATR ensures this will continue for many more years.
“This wide-reaching deal also demonstrates our commitment to provide the best possible racing experience for our customers, through all possible media channels and across all our brands.”
ATR Chief Executive Matthew Imi said: “We have enjoyed a long and successful relationship with Flutter across its leading customer brands and look forward to developing this further by working together to maximise betting turnover on our horseracing product.”
This follows last week’s news, which saw ATR sign a multi-year turnover-based deal with four major sports betting operators, covering the delivery of streamed pictures and data.
That deal will see ATR receive a share of turnover on all bets places, as opposed to the previous pence-per-stream fixed amount model, with Betfred becoming the first bookmaker to sign up to the new deal.
