1/ST CONTENT, the leading provider of premium content for North American horse racing, has reached exclusive new deal terms for its ongoing three-year contract option with Breeders’ Cup Limited, strengthening both parties’ progressive partnership around content rights, data, fixed-odds, and signals for the ultimate festival of global Thoroughbred racing.

This milestone agreement encompasses worldwide broadcast and video-streaming distribution relating to fixed-odds wagering on the Breeders’ Cup World Championships for 1/ST CONTENT’s array of international sportsbook partners outside of North America.

The forthcoming edition of the Breeders’ Cup World Championships, consisting of 14 Championship races worth $33 million in purses and awards, will be staged later this year (November 1-2) at beautiful Del Mar Thoroughbred Club in Southern California, providing a flagship finale to the flat and dirt racing calendar, including the season-defining $7 million Longines Breeders’ Cup Classic (G1).

These championship contests combine to bolster 1/ST CONTENT’s market-leading position for distribution, mapping over 80% of all North American racing and opening the door to many of the world’s most prestigious races – from the Triple Crown to the Pegasus World Cup (G1) at Gulfstream Park on January 25 and the inaugural California Crown (G1) at Santa Anita on September 28, now a natural stepping stone to the Breeders’ Cup itself.

Once again, all races will be available for broadcast via 1/ST CONTENT’s partner at Sky Sports Racing in the UK and Ireland, as well as across a host of other international media partners’ digital channels. This timetable of engaging United States action, whose chronology naturally complements international racing coverage across varied time zones from Europe to Australia, provides 1/ST CONTENT’s global partners with another high-quality source of fast-settling betting content at both primetime and off-peak viewing slots.

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The Breeders’ Cup World Championships will feature best-in-class safety, integrity and equine welfare protocols implemented in collaboration with the Horseracing Integrity and Safety Authority (HISA), its Horse Racing Integrity & Welfare Unit (HIWU) and the California Horse Racing Board (CHRB). Further, through its ground-breaking alliance with Total Performance Data (TPD) – the definitive source of live GPS-tracking data for racing – 1/ST CONTENT is also deepening in-play fan engagement at Del Mar this year, delivering in-running betting for all races.

“The Breeders’ Cup is happy to renew and grow our close collaboration with 1/ST CONTENT in order to widen the reach of our global championship event,” said Justin McDonald, Executive Vice President and Chief Marketing Officer for Breeders’ Cup Limited.

“As a result, sports fans and bettors around the world can look forward to more in-depth coverage of the Breeders’ Cup World Championships from the most revered racetracks in the United States over the coming years, including the next two renewals at Del Mar. We look forward to seeing our elite portfolio of races showcased to more and more fans across both mature and emerging markets.”

Simon Fraser, Senior Vice President of International at 1/ST CONTENT, added: “It’s an honour to continue working in stride with the Breeders’ Cup team and some of our nation’s finest racetracks to promote a world-class festival that continues to operate at the zenith of its powers for prize funds and international participation. And our growing global audience of fixed-odds bettors outside of the States bear fitting tribute to that fact.

“Our continued commitment is to support the Breeders’ Cup’s efforts to deliver its horse racing content and wagering to a worldwide stage. We know our natural synergies will reliably benefit horse racing’s consumer economy, both at home and abroad. And speaking more broadly, this deal represents another significant step in ensuring that North American racing’s stakeholders secure their warranted status as the primary beneficiaries of revenues generated through international wagering.”

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1/ST CONTENT, the leading provider of premium content for North American horse racing, has bolstered its international portfolio with the timely addition of Assiniboia Downs (ASD), the popular Canadian racetrack located in Winnipeg, Manitoba.

ASD’s season commences today (20 May), with live racing typically staged every Monday, Tuesday and Wednesday from 7:30pm local time as part of a competitive 50-fixture schedule that stretches from May to mid-September each year.

Forthcoming highlights include the prestigious Manitoba Derby, the opening leg of the Western Canadian Derby Series, alongside other Listed stakes action. Other classic championship races comprise the Gold Cup, the Manitoba Matron and the Winnipeg Futurity, while there will also be multiple stakes contests for rising-star juveniles, beginning with the Debutante in July.

Accordingly, ASD now sits alongside other Canadian racetracks – such as Woodbine, Fort Erie and Hastings – on 1/ST CONTENT’s flexible program of top-quality action. This weekly timetable of engaging content, whose chronology naturally complements international racing coverage across varied time-zones from Europe to South Africa and Australia, provides 1/ST CONTENT’s global partners with a reliable source of fast-settling betting content at both primetime and off-peak viewing slots.

This progressive deal is emblematic of 1/ST CONTENT’s broader commitment to ensuring that North American racing’s stakeholders, whether they hail from the biggest tracks or overlooked regional diamonds, become the primary beneficiaries of revenues generated through international wagering.

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As a result, 1/ST CONTENT stands alone as the proven pacesetter for live horse racing content, mapping approximately 80% of all North American racing, and providing rights, betting data, live broadcast and video streaming on behalf of its growing global portfolio of partners. Corralling low-latency feeds from thousands of annual meetings (and showcasing tens of thousands of races each year) North American racing is helping worldwide operators to engage untapped audiences by delivering 24/7 horse racing.

Darren Dunn, CEO of Assiniboia Downs, said: “The sheer distributional scope of 1/ST CONTENT’s international operator network is second to none. Therefore, it was a logical step for ASD to partner with them to distribute our upcoming calendar to a new legion of bettors outside Canada, thereby increasing returns to the core stakeholders of our domestic scene here in Winnipeg.”

Simon Fraser, Senior Vice President International at 1/ST CONTENT, added: “1/ST CONTENT is delighted to have added Assiniboia Downs to our all-encompassing North American roster, optimizing our wider Canadian content and introducing a fresh cohort of global racing fans to one of the true hidden gems in North America. ASD’s reliable off times and inimitable content, which sometimes shows events such as team-based bareback Indian Horse Relay racing, offers something different in an often homogenized marketplace.

“Observing other unsupportive models, we are more dedicated than ever to returning the value to racing’s stakeholders, who have historically missed out with grasping suppliers that return funds to non-racing organizations and simply aren’t committed to the sustainability and welfare of the sport.

“We look forward to delivering more coverage of high-class Canadian racing than ever before to fans and bettors around the world.”

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