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Entain and Arena Racing Company Sign Ground-Breaking Media Rights and Distribution Deal for Horse Racing and Greyhound Racing

Entain and Arena Racing Company Sign Ground-Breaking Media Rights and Distribution Deal for Horse Racing and Greyhound Racing
Entain and Arena Racing Company (Arena Racing) today announce the signing of a ground-breaking long-term media rights deal that covers horse racing media rights and establishes a landmark joint venture between Entain and Arena Racing for greyhound racing, through to 31 December 2029.
This exciting long-term deal will deliver a compelling range of horse racing and greyhound racing product for Entain’s retail & digital channels, Ladbrokes & Coral, as well as for its digital brands – Betdaq, Bwin and Sportingbet, and will launch a joint venture between the two parties for the distribution of greyhound racing content from Entain, Arena Racing and Independent greyhound tracks.
Both horse and greyhound media rights will be produced and distributed to the UK independent bookmaking sector via The Racing Partnership (“TRP”) and into international markets such as Spain, produced and distributed by Arena Racing subsidiary, Vermantia.
Horse Racing Media Rights
The horse racing media rights element of the Entain / Arena Racing partnership covers all UK, race day data & audio-visual coverage for races from Arena Racing’s sixteen UK racecourses, which include Doncaster, Newcastle, Chepstow and Lingfield Park. The deal also includes South African & Australian content and will commence on 1 January 2022 and run through to 31 December 2029.
Greyhound Racing Joint Venture
The ground-breaking joint venture (JV) between Entain and Arena Racing will deliver a single optimised UK Greyhound Racing schedule. The JV will become the vehicle for licensing media rights to Entain & other domestic and international betting operators from these tracks. This joint venture will launch on 1 January 2024 through to 31 December 2029.
The JV will hold the long term exclusive rights to premium greyhound content from twelve stadia owned across Arena Racing (Newcastle, Nottingham, Perry Barr and Sunderland), independent stadia within Greyhound Media Group (“GMG”) (Kinsley, Sheffield, Swindon and Yarmouth) as well as those owned by Entain (Crayford, Hove, Monmore Green and Romford).
Adrian Bower, Entain Chief Procurement Officer said today: “We are delighted to be partnering with Arena Racing on such a comprehensive long-term deal that will give certainty to both parties for the benefit of both horse racing and greyhound racing, as well as helping them navigate the Covid challenges and emerge stronger when the world gets back to normal”
“This is a progressive deal for greyhound racing, that will deliver a sustainable programme going forward, support greyhound welfare, and deliver more money into the sport”
“This landmark deal supports Entain’s omni-channel strategy for its UK digital brands and emphasises the huge value we place on the horse racing and greyhound racing products. We have been looking for a long-term deal that delivers benefits to both parties, allowing us to focus on navigating the immediate challenge of Covid, while generating greater value for all. Ladbrokes and Coral are two of the biggest and longest standing investors in, and supporters of horse racing and greyhound racing, and this significant commercial deal with Arena Racing is just further proof of our support for these two great British sports”
Kevin Robertson, Managing Director of Arena Racing’s Media and International Division said today:
“This deal between Arena Racing and Entain represents a new era of collaboration between the horse and greyhound racing industries and their bookmaker customers.”
“We are delighted to have framed this deal to offer long term certainty for both our horse and greyhound racing, as we look to recover from what have been incredibly difficult times for both industries. Importantly, this deal recognises the value for both horse and greyhound racing being sold directly by rightsholders to their key bookmaker customers. We are delighted to be working in partnership with a significant global partner in Entain who operate historic and popular brands such as Ladbrokes and Coral, continuing their long association with both sports.”
“Both Arena Racing and Entain are committed to the future of greyhound racing, and under the new JV we will be able to sustain and re-invigorate a sport that has been through significant change over the years. The launch of evening greyhound racing on Sky Sports Racing in February is hopefully the first of many new initiatives to promote and enhance the sport”
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Spinomenal expands Dutch presence with Starcasino partnership

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Spinomenal has already enjoyed a successful collaboration with Starcasino within the Belgian market and plans are afoot to enter new markets.
Lior Shvartz, CEO for Spinomenal commented: “Our partnership with Starcasino has produced excellent results in the Belgian market and we expect more of the same in the Netherlands. Our games have really captured the attention of Starcasino’s players and we look forward to showcasing more titles in the future.”
Pieter van den Bos, Director at Starcasino NL added: “Spinomenal’s games have already made a lasting impression with Belgian Starcasino players and we’re thrilled to build on our partnership with the launch of Starcasino in the Dutch market.”
The post Spinomenal expands Dutch presence with Starcasino partnership appeared first on European Gaming Industry News.
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SOFTSWISS joined the momentum by hosting exclusive premiere screenings for its partners and clients in São Paulo and Malta. Guests experienced the adrenaline of Formula 1 and Hollywood glamour, with red carpets, champagne towers, and photo zones setting the scene for a celebration that bridged entertainment and technology.
The highlight of the event was a personal video greeting from Rubens Barrichello, former Formula 1 driver and Non-Executive Director for Latin America at SOFTSWISS, who shared his emotional response to the film and reflected on how closely it mirrors both his racing legacy and his current work in tech.
Ahead of the event, SOFTSWISS released a “react video” in which Barrichello watched and commented on the movie trailer. In the video, he draws a compelling parallel between Formula 1 and the iGaming industry, emphasising the role of precision, teamwork, and real-time decision-making in both worlds.
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Rubens Barrichello has been a SOFTSWISS partner since 2024, when he was appointed as Non-Executive Director for Latin America. Known for his analytical approach and data-driven mindset on the track, Barrichello now supports the company’s business growth across one of the world’s fastest-growing iGaming markets.
His presence bridges two industries deeply rooted in Latin American cultural passion – motorsport and digital entertainment.
By partnering with figures like Barrichello and aligning with major cultural moments like the F1 movie premiere, SOFTSWISS demonstrates its commitment to innovation, regional relevance, and storytelling that resonates with players and partners alike.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 30,000 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team counts over 2,000 employees.
The post SOFTSWISS Rolls Out Red Carpet for F1 Film – and a Tech-Fueled Vision of iGaming appeared first on European Gaming Industry News.
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The post NetBet Partners with Fight Disciples appeared first on European Gaming Industry News.
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