The international sports betting and gambling company Entain has extended its streaming three-party agreement with betting content and production services provider Sports Information Services and the Racecourse Media Group. The new deal is set to expire in 2026.

The agreement will ensure a continued and seamless service of high-quality, live horse racing content to retail customers and coincides with other measures by Entain to enhance the retail experience for customers. These include upgrading and increasing the number of sports betting terminals in Ladbrokes and Coral shops and investing in new digital services in shops making the retail experience closer to online.

Andy Hicks, the managing director of retail in Britain and Ireland at Entain, said his company takes pride in showcasing exciting and engaging content and, in turn, providing customers with the best experience possible.

“This partnership will ensure our customers can enjoy high-quality content live from the most iconic horse racing events in the UK – and is a key part of our investment in digital services across retail,” Hicks said.

The company will also use the deal as a stepping stone to improve the overall quality of its sports betting terminals for its Coral and Ladbrokes brands, as well as invest in digital services that will help to synchronize its retail and online offerings.

Who are Entain?

Entain is a global gaming, gambling and interactive entertainment group that owns several well-known bookmakers and online casinos. They are present in scores of international markets, making them one of the most successful gaming groups in the world.

They own sports betting brands Coral and Ladbrokes, which have a big presence on the high street, as well as many other online casinos that helped them post strong numbers towards the end of 2021, not least thanks to their successful UK casino, PartyCasino.

Details of the deal

The deal between Entain and supplying parties will allow Coral and Ladbrokes to continue live streams from 35 British racecourses.

The deal involves Sports Information Services (SIS), which has been supplying live feeds within the betting industry for over three decades. They are renowned for their work within horse and greyhound racing markets and have also recently ventured into live streams of eSports competitions.

The other partner in the deal is the Racecourse Media Group (RMG), a group responsible for selling the media rights for the majority of the best British racecourse. RMG also control Racing TV, which shows live action from all 26 Irish racecourses.

Response to the deal

The chief executive officer of Racecourse Media Group, Martin Stevenson, is glad to extend the deal since RMG values the relationship it has with the betting company.

“We’re delighted our racecourses’ quality, core racing content will continue to be enjoyed by its [Entain’s] customers,” Stevenson said.

He added that Entain’s decision to commit to the partnership for the next five years attests to the strength of RMG and SIS’s offerings.

Stevenson added that both his company and SIS are looking forward to continuing working closely with Entain's leading gambling brands and bringing “market-leading horseracing to some of the UK’s most iconic betting brands.”

He went on: "Entain’s commitment though to 2026 is testament to the strength of RMG and SIS’s offering, and we look forward to more betting operators following suit in due course.”

SIS chief executive officer, Richard Ames, said that he was very pleased to extend SIS’s partnership with the latter, as all parties involved in the agreement have a shared mission of delivering prime value to racecourses and bookmakers.

“Through this latest deal, SIS remains a key component of the value chain that ensures the horse racing industry and bookmakers collaborate successfully, bringing entertaining experiences to bettors across the UK and around the world,” Ames said.