1/ST CONTENT, 4Racing Seal South African Betting Deal
1/ST CONTENT has entered a sublicensing agreement with 4Racing, a rights holder based in South Africa. This new arrangement, with an unspecified duration, is centered around both commingling and fixed-odds betting related to 1/ST CONTENT’s portfolio of racetracks. 4Racing is tasked with managing and distributing specific images and data to operators both online and in retail, spanning South Africa and other countries within the Southern African Development Community (SADC), which includes nations like Zimbabwe and Tanzania.
Over 3,300 days of racing each year are arranged by 1/ST CONTENT, involving numerous North American racetracks like Gulfstream Park and Santa Anita. Through its partnerships with various entities, 1/ST CONTENT distributes its horse racing content to international markets, positioning itself within the international-rights space of the igaming industry.
Stephen Watson, Head of 4Racing TV, said: “1/ST CONTENT 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. So, naturally, we’re delighted to take charge of their portfolio under the terms of this progressive new sublicense agreement, allowing us to maximise the reach of North American racing not only in South Africa (a territory long-familiar with horse racing) but also in a broader span of the SADC’s emerging markets where a more educational play around this content is required in African States where football is king.
“More generally, 4Racing is reinvigorating the horse racing industry in South Africa and beyond with a commitment to diversity and transparency in its relationships with stakeholders, designing and implementing a series of new projects and strategies for the betterment of the sport.”
Simon Fraser, Senior Vice President of International at 1/ST CONTENT, added: “1/ST CONTENT is thrilled to build on our strategic relationship with 4Racing to widen the international reach of North American Thoroughbred racing in South Africa and SADC. As a result, fans and bettors around the world can now enjoy more coverage of top-quality racing than ever before, as out service corrals the lowest-latency feeds from thousands of annual meetings, showcasing tens of thousands of races each year. North American racing continues to assist worldwide operators in engaging untapped audiences by delivering 24/7 horse racing, and helps us return the value to a host of U.S. racetracks and their key stakeholders.
“4Racing have previously proven to be a strong partner for us in the Southern African market, so it’s fantastic to be expanding on an already valuable partnership. The distributional scope of their operators is second to none, across both retail and digital.”