by Renee Israel
The UK horse racing broadcaster, At the Races (ATR), and its production
company, SIS, have secured the exclusive broadcasting rights of the annual
American horse racing Breeders' Cup World Championships for the UK and Irish
markets for the next three years.
ATR said that it would use its advanced platform and Breeders' Cup
broadcasting rights to increase the exposure of the Championships which,
according the Chief Executive of the group, "continues to go from strength to
strength as a racing event of genuinely global stature and always provides
compelling viewing."
The yearly Breeders' Cup consists of a series of thoroughbred horse races
overseen by Breeders' Cup Ltd. From 2007, it expanded to a two day event, with
event locations changing every year. For most of its history, since its
inception in 1982, the Breeders' Cup has been held in the United States.
The three year agreement will begin with the two-day 2012 Breeders' Cup in
Los Angeles in November.
"We look forward to extending our valued relationship with the Breeders' Cup
team, and helping deliver exceptional coverage, both during the event and
throughout the build up, to our two million monthly viewers and one and a half
million monthly website users," said Matthew Imi.
Breeders' Cup Live Streaming Rights Secured
The coverage by At the Races through SIS will see a full schedule of preview
programming, as well as special coverage of the Breeders' Cup Challenge Series
races.
The group will also set up an event site for the Championships at its own
attheraces.com domain.
UK and Irish racing fans will be able to enjoy live streaming of the events,
while bookmakers will have access to live content distribution.
SIS, which provides 10,000 UK and Irish betting shops with its products, will
see 2012 Breeders Cup betting lines, odds and results regularly updated.
The Managing Director of SIS LBO Division UK and International, George Irvine
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 Ireland betting
shop audiences without charge to its FACTS customers."
Success of Breeders' Cup Set to Grow
The President and CEO of the Breeders' Cup, Craig Fravel said that he was
delighted to be working with ATR and SIS to help further grow the success and
appeal of the Breeders' Cup.
"Under a new brand campaign we are appealing to new audiences at home and
abroad and the UK and Ireland is an important international marketplace for us,"
he said.
