SSG expands multi-event content partnership with Betfair

Spotlight Sports Group (SSG) and Betfair have extended and expanded their existing partnership centred around the provision of horse racing video content. 

Covering multiple events throughout 2022, including the upcoming Cheltenham Festival, Grand National and July’s Royal Ascot, the agreement will see SSG supply Betfair with its Racing Post Live programme. 

Included in this offering are live reactions from racing experts concerning on-track developments during each event, as well as exchange prices and tipping, whilst the programme’s host – the Racing Post’s Dave Orton – will also be joined by guests such as Kate Tracey, Ross Brieley, Nat Green and Charlie Poste.

Barry Orr, Betfair Head of Media Relations, said: “We are very excited to extend our video partnership with Spotlight Sports Group throughout 2022. Racing Post Live has given us another platform to showcase the functionality of the Exchange, in a live and engaging environment. 

“Setting your own odds, being a backer or a layer and betting in-running are all brought to life for new and existing customers who watch the show and the feedback has been overwhelmingly positive.”

In addition, the partners also intend to incorporate ‘new market-leading graphics’ into their joint offering, featuring ‘up to the second data’ from the Betfair Exchange, allowing real-time reactions from viewers. 

The agreement is SSG’s second content-oriented partnership signed with a major betting organisation this month, following on from its deal signed with Svenska Spel earlier this week centred around the development of a Winter Olympics microsite.

Commenting on the firm’s deal with Betfair, Sam Houlding, Spotlight Sports Group Chief Commercial Officer, remarked: “Our live content has grown remarkably over the past three years and we’re excited to be extending our partnership with Betfair.

“Racing Post Live is a firm fixture in the diary for racing fans and the show has built a very loyal following. We’re excited to take our content even further throughout the year, with Cheltenham just around the corner. 

“Our video production keeps evolving and we’re delighted to continue developing shows that add fantastic value for both our Racing Post audience and our key partners.”

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