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Racecourse Media Group (RMG), the media and data rights holding company owned by 34 racecourse shareholders, and Flutter Entertainment, the parent company of Paddy Power, Betfair and Sky Bet, have agreed a long-term strategic partnership through to 2028.

The partnership with Flutter is a wide-ranging agreement, involving streaming rights and other key areas of the RMG business.

As part of the landmark long-term arrangement, RMG and its racecourses will work with Flutter to leverage its considerable marketing and promotional assets to grow turnover, engagement, and interest on RMG’s racing. This will benefit the racecourses and, in turn, deliver revenues to the sport while ensuring Flutter customers in UK and Ireland have access to high quality horseracing content.

Martin Stevenson, CEO of RMG said: “This agreement will have far reaching benefits for RMG’s racecourses and the industry itself. We 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.

“We 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 our horseracing both domestically and overseas.”

Conor Grant, CEO of Flutter UK & Ireland, said: “We’re delighted to confirm that we have reached a new long-term agreement with RMG, a key partner in providing the best possible horseracing product to our customers.

“We have an important and longstanding relationship with the racing industry, investing a total of £100m through media rights, sponsorship, hospitality, marketing and the levy in the last year. We are continually looking for ways to collaborate directly with partners like RMG and the rest of the racing industry to enable British horseracing to achieve its great potential and secure the long-term sustainability of the sport.”

In the summer, RMG announced renewals with many leading British racecourses until the end of 2028, which means the likes of the Randox Grand National Festival, Cheltenham Festival, Cazoo Derby Festival, Qatar ‘Glorious’ Goodwood Festival and Welcome to Yorkshire Ebor Festival will continue to form part of a high-quality content offering for RMG’s customers and clients.

RMG is 100% owned by its racecourse shareholders and pays 100% of operating profit back to racecourses, which, in turn, benefits the sport.