XB Net, a content provider for North American and Australian horse racing, has formed a digital distribution rights deal with Indian technology company, NorthAlley.

As the betting firm expands its international footprint, the agreement covers XB Net’s live picture delivery and local pool-wagering services from a network of tracks in the two regions, giving NorthAlley a ‘highly-flexible’ programming schedule.

This is also supported by what has been described as ‘a stream of rapid-cycling wagering opportunities’ that have been proven to increase digital dwell-time for new and existing customers.

Simon Fraser, Senior Vice President of International at XB Net, commented: “It’s a thrill to widen our geographic influence, especially in India’s sports and horse racing territories, whose underserved audiences will soon prove a boon for racing, especially as wider regulation arrives in this sleeping giant of a region.

“NorthAlley have already proven themselves most adept at securing some cornerstone partnerships at the elite Hyderabad and Madras Racing Clubs, while the Royal Western India Turf Club in Mumbai is next on our agenda. It’s an exciting time to be continuing to grow our global audience and products, with our core North American racing service now ably abetted by some cracking racing from Australia.”

NorthAlley is a technology provider for all race clubs in India, which began with Hyderabad Race Club and has been extended iteratively to all other clubs for this progressive partnership. 

Currently live with the Melbourne Racing Club’s (MRC) group of Australian racecourses, NorthAlley can choose from data and streaming services available for around 700 Australian meetings a year, including venues such as Caulfield, Moonee Valley and Flemington.

 However, new US racing rights will soon allow access to more global highlights, including the recent Pegasus World Cup, two legs of this summer’s compelling Triple Crown, and the season’s flagship finale at the Breeders’ Cup World Championships at Keeneland.

“XB Net’s one-stop Australian and North American racing services have really turned our customers on to the merits of international racing, both during and after the pandemic, generating and retaining new revenue streams in the process,” added Suresh Paladugu, CEO at NorthAlley.

“It’s a complementary product of rapidly increasing popularity with our key clients at Hyderabad and Madras Race Clubs, particularly before our domestic action winds up. Australian racing, above all, seems to fit seamlessly into our overall offering, with its time zone naturally preceding India’s domestic action and other sporting programmes. 

“Now we’re adding US racing rights too for our players, we can’t wait to see how these products perform over a packed summer of racing highlights, including the Triple Crown events of the Preakness and the Belmont Stakes. 

“XB Net shares NorthAlley’s vision and focus on enabling digital enterprise by leveraging technology as a valuable asset, helping streamline and optimise our partners’ operations so that we can increase revenues, improve the customer experience and return value to the underlying sport and its stakeholders.”