Entain has extended its horse racing streaming tripartite partnership with SIS (Sports Information Services) and the Racecourse Media Group (RMG) until 2026.

The contract renewal has seen the FTSE100 gambling group secure media feeds from 35 British racecourses for its Ladbrokes and Coral retail holdings.

RMG extended its own contracts with the 35 racetracks in question earlier this year under the terms of five-year agreements, covering popular racing events including the Randox Grand National Festival and Cheltenham Festival.

Martin Stevenson, CEO of RMG, remarked: “RMG has long enjoyed a very valued relationship with Entain’s brands, and we’re delighted our racecourses’ quality, core racing content will continue to be enjoyed by its customers.

“Along with our partners SIS, we look forward to working closely with Entain in bringing our market-leading horseracing to some of the UK’s most iconic betting brands. Entain’s commitment through to 2026 is testament to the strength of RMG and SIS’s offering, and we look forward to more betting operators following suit in due course.”

Entain has further detailed that the expansion of its contract with the two companies forms part of its wider strategy to ‘enhance the retail experience’ for its customers by providing live horse racing content, coinciding with other measures.

These measures include an upgrade of its sports betting terminals across both its Ladbrokes and Coral high-street betting outlets, and investing in digital services with the aim of synchronising the retail experience with the online vertical.

“We pride ourselves in showcasing exciting and engaging content in our shops, providing the best experiences for our customers,” commented Andy Hicks, Entain’s Managing Director of Retail in the UK and Ireland.

“This partnership will ensure our customers can enjoy high-quality content live from the most iconic horse racing events in the UK – and is a key part of our investment in digital services across retail.”

RMG and SIS extended their partnership under the terms of a three-year agreement in June 2021, in order to continue transmitting audio-visual data from British racecourses to the retail LBOs of operators such as Entain.

Speaking at the time, Richard Ames, Chief Executive of SIS, underscored an combined objective for both companies to deliver “excellent value for racecourses and bookmakers with a collaborative approach”.

Commenting on his firm’s latest deal with Entain, Ames said: “We’re very pleased to have extended our partnership with Entain and look forward to working closely with their brands to deliver the best UK horse racing content through to 2026. 

“Through this latest deal, SIS remains a key component of the value chain that ensures the horse racing industry and bookmakers collaborate successfully, bringing entertaining experiences to bettors across the UK and around the world.”