William Hill has completed a media rights deal with The Racing Partnership (TRP) allowing them to broadcast a range of British and South African races within their betting shops.
[dropcap]T[/dropcap]he deal represents the first time that William Hill has purchased betting shop media rights without the use of an intermediary party.
The deal with TRP, a joint venture between Arena Racing Company (ARC) and seven independent racecourses, commences on 1 January. It will enable TRP TV to be broadcast in all 2,371 of William Hill’s UK betting shops.
The TV channel will show not only racing from the 22 racecourses owned by TRP, but also coverage of South African Racing, giving customers a variety of all-weather, jump and turf flat racing.
Since its launch on 1 September more than 4,100 betting shops in the UK and Ireland, including William Hill, have signed up for the channel.
Martin Cruddace, chief executive of ARC said: “We are committed to working with William Hill to develop, improve and deliver the racing product that their customers want. It is essential for the long term health of British Racing that there is a strong and vibrant retail betting sector.”
“We have a clear vision of wanting to create the most efficient deal for all parties, based on content that has real value, and we believe we have achieved just that with this deal.
William Hill’s interim chief executive Philip Bowcock praised the development of the direct commercial partnership between betting and racing.