Leading Irish bookmaking holding company Flutter Entertainment has revealed that it has entered into a new pivotal partnership with horse racing media rights holder Racecourse Media Group (RMG).

The partnership includes streaming rights and ‘other key areas of the RGM business and is due to run until 2028.

In terms of the new agreement RMG will be granted the right to access Flutter’s marketing and promotional material, giving Flutter’s UK and Ireland customers the opportunity to gain access to RMG’s horse racing content in return.

Martin Stevenson, Chief Executive Officer at Racecourse Media Group, commented that this agreement with have far reaching benefits for RMG’s racecourses and the industry itself.

He went on to say that they are delighted to collaborate with Britain and Ireland’s largest betting company, Flutter Entertainment, which gives both companies the opportunity to work together to promote RMG’s racecourses and the sport.

Stevensen also said that they will be able to call on the considerable marketing reach of both companies in terms of working together via sponsorships and advertising, to expand the appeal of their horseracing both domestically and overseas.

RMG recently renewed deals with racecourses all over the UK. Including high profile events such as the Cheltenham Festival, the Randox Grand National Festival, Qatar ‘Glorious’ Goodwood Festival, Welcome to Yorkshire Ebor Festival and the Cazoo Derby Festival.

Conor Grant, Chief Executive Officer of Flutter for UK and Ireland, said they are delighted to confirm that they have reached a new long term agreement with RMG, a key partner in providing the best possible horseracing product to their customers.

Grant added that they have invested a total of £100, through media rights, sponsorship, hospitality, marketing and the levy in the last year.

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