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Aintree and Cheltenham festivals bring big boost to audiences for Racing
Rachael Blackmore’s win in the Randox Grand National generated record interest © focusonracing.com
The Randox Grand National Festival and the Cheltenham Festival has brought unprecedented interest in horseracing from audiences stuck at home, according to Racecourse Media Group (RMG), which described the last few weeks as a “watershed” period for the sport.
With most of the nation at home due to lockdown restrictions, which have resulted in the closure of retail betting shops, pubs and clubs, and exclusion of spectators at the racecourse, media distribution has been critical to bringing the action from the racecourse to fans at home – and more people than ever are watching.
ITV posted record audiences for every day of the Cheltenham Festival, with an average audience of 1.14m across the week (23% increase on 2020), capped by a peak of 1.9m watching the WellChild Gold Cup, while it registered an audience of 8.8 million for the 2021 Randox Grand National, and record figures for the opening day’s racing from Aintree and the Opening Show.
The TV audience at Aintree was bolstered by more than 3m video streams for the three-day fixture, generated via RMG’s Watch & Bet service. This is more than double the number of streams that the previous staging of the festival produced in 2019.
The media rights company, responsible for the interests of 34 racecourse-shareholders, including Aintree and Cheltenham, also reported that there were 345,000 streams of the Randox Grand National itself, nearly double the 2019 running. The streaming figures reinforce the recent news that the Randox Grand National was Britain’s biggest ever online sports betting event.
The appetite for the festival was bolstered by the international coverage which RMG generated. More than 25 broadcasters took live coverage while more than 30 outlets covered the race for their news bulletins. CNN International, which reaches over 370 million households, covered the race for World Sport programmes, while the likes of Fox News (US), CGTN (China and International), Globo (Brazil), Sky News Arabia and Channel 10 (Australia) also offered the fixture valuable airtime.
The Aintree festival contributed to RMG’s subscription channel, Racing TV, breaking through the 65,000-membership barrier for the first time, while its website, www.racingtv.com attracted 3.3m page views, up more than 50% against 2019.
The streaming numbers for Aintree come on the back of an even more successful Cheltenham Festival, where video streams for the four days totalled more than 6.5m, 60% up on 2020 – the highest number ever seen for a racing fixture.
Martin Stevenson, CEO of Racecourse Media Group, said: “The last few weeks have been a watershed period for the sport, headlined by Rachael Blackmore’s brilliant win in the Randox Grand National and it represents RMG’s highest performing period in terms of audiences.
“While lockdown restrictions will undoubtedly have contributed to the growth, it emphasises how important our first-rate television production and presentation is, and how important our digital platforms are, given how betting and the consumption of racing is transitioning more and more to online.”
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Award-winning sportsbook provider strengthens LATAM presence by integrating with leading iGaming platform ecosystem ahead of the 2026 FIFA World Cup
2, June 2026: Altenar, a leading sportsbook provider, has partnered with Atlaslive to integrate its fully managed sportsbook into the company’s iGaming platform ecosystem, expanding access to its award-winning sports betting technology for operators across Latin America.
Through the integration, Atlaslive-powered operators will gain access to Altenar’s complete sportsbook solution alongside the platform’s existing infrastructure, enabling operators to choose the sportsbook configuration that best aligns with their market strategy, regulatory requirements, and player acquisition goals.
The partnership further strengthens Altenar’s presence across LATAM and supports its strategy of making flexible, high-performance sportsbook technology available through leading platform providers. By combining Altenar’s sportsbook capabilities with Atlaslive’s scalable platform environment, operators benefit from greater deployment flexibility without compromising on performance, trading depth, or operational efficiency.
With the 2026 FIFA World Cup approaching, demand for scalable and reliable sportsbook technology is expected to increase significantly. The integration positions operators to capitalise on one of the highest-volume periods in the sports betting calendar with reduced implementation timelines and a proven sportsbook solution designed to perform under peak demand.
Altenar currently operates across more than 50 regulated jurisdictions and holds licences from major regulatory authorities including the UKGC, MGA and AGCO. Most recently, the company was recognised as Best Online Sportsbook Provider at the SiGMA South America Awards 2026, following its Sportsbook Supplier of the Year win at the SBC Awards Latinoamérica 2024.
Frederico Caputi, Senior Sales Manager at Altenar, said:
“We are pleased to partner with Atlaslive and bring our sportsbook technology to their growing operator network. This integration expands the reach of our fully managed sportsbook solution while giving operators more flexibility in how they build and scale their sports betting offering.
“Through this collaboration, operators gain access to a proven sportsbook product that combines live betting capabilities, advanced risk management, and extensive sports content with the speed and scalability required to succeed in competitive markets.”
Volodymyr Taftai, Country Director for Brazil at Atlaslive, added:
“Giving operators real choice in how they build their sportsbook is a competitive advantage – for them and for us. Altenar’s track record across regulated markets and their depth in risk management and trading make them the right partner to start with. We’re expanding our platform into a multi-sportsbook ecosystem because that’s what operators in today’s market need: flexibility without compromise on quality.”
The agreement reinforces Altenar’s commitment to building an open and adaptable sportsbook ecosystem that enables operators and platform providers to deliver differentiated sports betting experiences across regulated markets worldwide.
The post Altenar partners with Atlaslive to expand sportsbook offering across LATAM appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Award cites engagement features in EGT Digital’s Sportsbook, including Jackpot Sport and an Early Payout Suite.
EGT Digital has won the Sportsbook Player Experience Innovation award at the SiGMA Asia Awards 2026, the company said.
According to EGT Digital, the award recognises engagement features built into its Sportsbook product, aimed at combining live betting, gamification and real-time rewards in a single user experience.
The company highlighted Jackpot Sport, which it describes as a progressive jackpot integrated into live betting. EGT Digital said qualifying in-play bets also act as entries into a jackpot pool.
EGT Digital also pointed to its Early Payout Suite, which it said enables selected bets to settle before full time in specific match scenarios. The company said these features sit alongside its integration models, personalisation tools and promotional mechanics.
The post EGT Digital wins Sportsbook Player Experience Innovation at SiGMA Asia Awards 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Award-winning sportsbook provider strengthens LATAM presence by integrating with leading iGaming platform ecosystem ahead of the 2026 FIFA World Cup
2, June 2026: Altenar, a leading sportsbook provider, has partnered with Atlaslive to integrate its fully managed sportsbook into the company’s iGaming platform ecosystem, expanding access to its award-winning sports betting technology for operators across Latin America.
Through the integration, Atlaslive-powered operators will gain access to Altenar’s complete sportsbook solution alongside the platform’s existing infrastructure, enabling operators to choose the sportsbook configuration that best aligns with their market strategy, regulatory requirements, and player acquisition goals.
The partnership further strengthens Altenar’s presence across LATAM and supports its strategy of making flexible, high-performance sportsbook technology available through leading platform providers. By combining Altenar’s sportsbook capabilities with Atlaslive’s scalable platform environment, operators benefit from greater deployment flexibility without compromising on performance, trading depth, or operational efficiency.
With the 2026 FIFA World Cup approaching, demand for scalable and reliable sportsbook technology is expected to increase significantly. The integration positions operators to capitalise on one of the highest-volume periods in the sports betting calendar with reduced implementation timelines and a proven sportsbook solution designed to perform under peak demand.
Altenar currently operates across more than 50 regulated jurisdictions and holds licences from major regulatory authorities including the UKGC, MGA and AGCO. Most recently, the company was recognised as Best Online Sportsbook Provider at the SiGMA South America Awards 2026, following its Sportsbook Supplier of the Year win at the SBC Awards Latinoamérica 2024.
Frederico Caputi, Senior Sales Manager at Altenar, said:
“We are pleased to partner with Atlaslive and bring our sportsbook technology to their growing operator network. This integration expands the reach of our fully managed sportsbook solution while giving operators more flexibility in how they build and scale their sports betting offering.
“Through this collaboration, operators gain access to a proven sportsbook product that combines live betting capabilities, advanced risk management, and extensive sports content with the speed and scalability required to succeed in competitive markets.”
Volodymyr Taftai, Country Director for Brazil at Atlaslive, added:
“Giving operators real choice in how they build their sportsbook is a competitive advantage – for them and for us. Altenar’s track record across regulated markets and their depth in risk management and trading make them the right partner to start with. We’re expanding our platform into a multi-sportsbook ecosystem because that’s what operators in today’s market need: flexibility without compromise on quality.”
The agreement reinforces Altenar’s commitment to building an open and adaptable sportsbook ecosystem that enables operators and platform providers to deliver differentiated sports betting experiences across regulated markets worldwide.
The post Altenar partners with Atlaslive to expand sportsbook offering across LATAM appeared first on Americas iGaming & Sports Betting News.
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