At The Races announced a partnership agreement with Breeders' Cup Ltd. that will see ATR and media provider SIS extend their exclusive U.K. and Ireland rights to screen live coverage of the Breeders' Cup World Championships. The agreement means ATR and SIS will retain exclusive coverage in the U.K. and Ireland for another three years, commencing with this year's two-day meeting at Santa Anita, in Arcadia, Calif., to be held from Nov. 2-3. ATR and SIS will have the exclusive rights to license U.K. and Ireland bookmakers to offer pari-mutuel bets on the Breeders' Cup linked, via partner The Racing Network Int'l, to host U.S. pools. ATR will use its media platform to raise the profile of the Breeders' Cup World Championships event and provide more multi-platform coverage than ever before for racing audiences in the U.K. and Ireland. Anchored from ATR's new studio facility, coverage will include a full schedule of preview programming, a special focus on Breeders' Cup Challenge Series races and a dedicated Breeders' Cup event site, attheraces.com. ATR also secured live streaming rights to the Breeders' Cup events for the U.K. and Irish markets and will be able to distribute live content to its partner bookmakers in the territory (Breeders' Cup).
