Tabcorp Forges New Long-Term Partnership with 1/ST CONTENT for Premium North American Racing

November 1, 2023 | Vendor News

Progressive deal sees leading U.S. racing provider deliver fixed-odds and tote betting service on its dominant range of racetracks to the biggest entertainment company in Australia, ahead of Breeders’ Cup weekend

October 31, 2023 – 1/ST CONTENT, the leading provider of premium content for North American horse racing, has broadened its dominant global footprint after the announcement of its latest long-term Tier-1 operator partnership with Tabcorp, Australia’s biggest wagering and entertainment company.

The deal is a multi-year agreement pertaining to tote betting into local pools as well as fixed-odds wagering on 1/ST CONTENT’S premier portfolio of racecourses.

It will enable greater coverage of North American horse racing via the TAB brand and the SKY Racing channel, a subsidiary of Tabcorp, with SKY Racing to continue its long support and promotion of international races throughout Australia and on its popular SKY Racing Active app.

1/ST CONTENT has now assembled an unrivalled network of over 70 tracks, managing more than 3,300 racing meetings every year from top North American circuits, such as Gulfstream Park, Laurel Park, Pimlico, Belmont Park, Aqueduct and Saratoga, alongside Del Mar, Keeneland, Tampa Bay Downs, Woodbine and Santa Anita, scene of this weekend’s Breeders’ Cup World Championships.

These high-profile venues equip international operators with a highly-flexible programming schedule, supported by a steady stream of rapid-cycling betting opportunities that are proven to increase digital dwell-time for new and existing customers.

1/ST CONTENT’s acclaimed end-to-end solution, encompassing extensive content that maps approximately 90% of all U.S. thoroughbred racing, opens the door to many of the planet’s most prestigious horse races. Highlights include every leg of the Triple Crown, the season’s aforementioned flagship finale at the Breeders’ Cup (3-4 November) and January’s Pegasus World Cup.

This daily timetable of engaging action, whose chronology naturally complements international racing coverage across varied time zones from Europe to 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.

Adam Brownlee, General Manager, SKY Racing and International Media, said: “Tabcorp prides itself on expanding its variety of premium international racing content and this wide-ranging deal with 1/ST CONTENT underscores that commitment.

“The strength of their data and wagering technology, combined with a depth of broadcast and video streaming rights, makes them the clear provider of choice to facilitate both fixed-odds and commingling into Australian pools, which will help drive growth and diversified revenues for the racing sector.”

Simon Fraser, Senior Vice President International at 1/ST CONTENT, added: “1/ST CONTENT is delighted to announce our progressive partnership with Tabcorp which is broadening the international appeal of North American Thoroughbred racing. It’s another key string to our bow in returning value to the genuine stakeholders in North American racing, ensuring they become the principal beneficiaries of revenues generated through international wagering, and safeguarding the domestic scene for the next generation of fan and bettor.

“Tabcorp naturally represents an incredibly strong partner for us in the Australian market, so it’s a real validation to benefit from their support, scope and local expertise. Their distributional spread across digital and retail is staggering, while their development of products is enhancing our offering significantly. It’s a great time to be growing our global audience ahead of the Breeders’ Cup World Championships and a packed Fall and Winter schedule.”


1/ST CONTENT is the leading provider of live North American horse and greyhound racing content. It manages the content rights, data, odds and signals (broadcast and video streaming) on behalf of a broad portfolio of global partners, allowing them to integrate and deploy ground-breaking technologies to drive new revenue streams. Working with many of the world’s leading fixed-odds, spread-betting and commingled wagering companies (such as Flutter Entertainment, bet365, VBET, Boylesports, Codere, OPAP, Playtech, William Hill and Entain) 1/ST CONTENT enjoys successful partnerships across Europe, Asia, North and Central America, and Australia.

1/ST CONTENT is a newly-formed operating group for all of 1/ST’s media and content companies (Monarch Content Management, Elite, GWS and XBTV) and stands alone as the proven pacesetter for live North American horse racing content, providing rights, betting data, live broadcast and video streaming on behalf of its growing global portfolio of partners. By corralling low-latency feeds from thousands of annual meetings (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.


Tags: , , ,