Entain, a leading gambling and entertainment company, has strengthened its partnership with SIS, a provider of premium racing content. This extended agreement grants Entain greater flexibility over live broadcast schedules across its flagship Ladbrokes and Coral retail outlets in the UK and Ireland. Moreover, it allows Entain to continue utilizing SIS’s proprietary production technology until December 2030. The partnership also covers the distribution of live racing programming from SIS’s extensive portfolio of over 30,000 horse races annually, sourced from more than 170 racetracks worldwide, via satellite and IPTV until December 2028.
Enhancing the Customer Experience:
Andy Hicks, Entain’s Managing Director of Retail in the UK and Ireland, expressed enthusiasm for the new agreement, highlighting how it enables the company to bring racing from around the globe to its customers. By leveraging advanced broadcast production technology and high-quality content, Entain aims to fully satisfy its customers’ demands for an immersive and engaging racing experience.
Long-Term Partnership:
Richard Ames, Chief Executive at SIS, expressed satisfaction in extending the provision of premium racing content to Entain’s retail premises, emphasizing their long-term partnership. Entain has been an early adopter of SIS’s production technology solutions, and both parties are delighted to continue this collaboration for the foreseeable future. The extended arrangements will contribute to Entain’s commitment to delivering top-notch racing experiences across its retail outlets.
Entain’s Acquisition of BetCity:
In addition to its partnership with SIS, Entain recently completed the acquisition of BetCity, a Dutch online sports betting operator. This significant agreement, announced last summer, has a total worth of up to €450 million ($485 million). The upfront payment of €300 million has already been made, with an additional payment scheduled for 2024. The latter payment will be based on “10x BetCity’s EBITDA for the financial year 2023 – less amounts already paid out.”
Entain’s expanded partnership with SIS reinforces its dedication to delivering exceptional racing experiences to customers across its Ladbrokes and Coral retail outlets. By leveraging SIS’s production technology and extensive portfolio of live racing content, Entain aims to provide a comprehensive and immersive racing experience. Furthermore, the acquisition of BetCity demonstrates Entain’s commitment to strategic growth in the online sports betting sector. This series of developments positions Entain as a leader in the industry, primed to meet the evolving demands of its customers and capitalize on exciting opportunities in the market.