partnerships
1/ST CONTENT renews exclusive long-term Breeders’ Cup global distribution deal
1/ST CONTENT, the leading provider of premium content for North American horse racing, has reached exclusive new deal terms for its ongoing three-year contract option with Breeders’ Cup Limited, strengthening both parties’ progressive partnership around content rights, data, fixed-odds, and signals for the ultimate festival of global Thoroughbred racing.
This milestone agreement encompasses worldwide broadcast and video-streaming distribution relating to fixed-odds wagering on the Breeders’ Cup World Championships for 1/ST CONTENT’s array of international sportsbook partners outside of North America.
The forthcoming edition of the Breeders’ Cup World Championships, consisting of 14 Championship races worth $33 million in purses and awards, will be staged later this year (November 1-2) at beautiful Del Mar Thoroughbred Club in Southern California, providing a flagship finale to the flat and dirt racing calendar, including the season-defining $7 million Longines Breeders’ Cup Classic (G1).
These championship contests combine to bolster 1/ST CONTENT’s market-leading position for distribution, mapping over 80% of all North American racing and opening the door to many of the world’s most prestigious races – from the Triple Crown to the Pegasus World Cup (G1) at Gulfstream Park on January 25 and the inaugural California Crown (G1) at Santa Anita on September 28, now a natural stepping stone to the Breeders’ Cup itself.
Once again, all races will be available for broadcast via 1/ST CONTENT’s partner at Sky Sports Racing in the UK and Ireland, as well as across a host of other international media partners’ digital channels. This timetable of engaging United States action, whose chronology naturally complements international racing coverage across varied time zones from Europe to Australia, provides 1/ST CONTENT’s global partners with another high-quality source of fast-settling betting content at both primetime and off-peak viewing slots.
The Breeders’ Cup World Championships will feature best-in-class safety, integrity and equine welfare protocols implemented in collaboration with the Horseracing Integrity and Safety Authority (HISA), its Horse Racing Integrity & Welfare Unit (HIWU) and the California Horse Racing Board (CHRB). Further, through its ground-breaking alliance with Total Performance Data (TPD) – the definitive source of live GPS-tracking data for racing – 1/ST CONTENT is also deepening in-play fan engagement at Del Mar this year, delivering in-running betting for all races.
“The Breeders’ Cup is happy to renew and grow our close collaboration with 1/ST CONTENT in order to widen the reach of our global championship event,” said Justin McDonald, Executive Vice President and Chief Marketing Officer for Breeders’ Cup Limited.
“As a result, sports fans and bettors around the world can look forward to more in-depth coverage of the Breeders’ Cup World Championships from the most revered racetracks in the United States over the coming years, including the next two renewals at Del Mar. We look forward to seeing our elite portfolio of races showcased to more and more fans across both mature and emerging markets.”
Simon Fraser, Senior Vice President of International at 1/ST CONTENT, added: “It’s an honour to continue working in stride with the Breeders’ Cup team and some of our nation’s finest racetracks to promote a world-class festival that continues to operate at the zenith of its powers for prize funds and international participation. And our growing global audience of fixed-odds bettors outside of the States bear fitting tribute to that fact.
“Our continued commitment is to support the Breeders’ Cup’s efforts to deliver its horse racing content and wagering to a worldwide stage. We know our natural synergies will reliably benefit horse racing’s consumer economy, both at home and abroad. And speaking more broadly, this deal represents another significant step in ensuring that North American racing’s stakeholders secure their warranted status as the primary beneficiaries of revenues generated through international wagering.”
Red Desert Games content developed by leading industry veterans set to further add to Light & Wonder’s innovative offering.
Red Desert Games launches its new and innovative slot content via the Light & Wonder content marketplace, through the Light & Wonder™ Spark studio partner program.
Red Desert Games is an emerging slot studio founded by land-based and iGaming industry veterans. The young studio team members have over 100 years combined experience in the global slot industry and are now applying their substantial knowledge, experience, and deep passion for slots to create innovative and engaging content to delight and excite.
As part of this new agreement, iGaming content developed by Red Desert Games will be distributed exclusively across Canada and the USA to Light & Wonder’s extensive operator network and elsewhere around in other key regulated markets via Light & Wonder’s Infinity aggregation platform.
The addition of Red Desert Games to the Light & Wonder™ Spark studio partner program’s roster of premium game studios further cements Light & Wonder as one of the world’s leading content marketplaces. It demonstrates once again Light & Wonder’s ongoing commitment to diversifying its content offering, as well as providing an opportunity for independent studios to significantly boost their international reach.
Edgar Pau, Co-Founder of Red Desert Games said: “We are extremely excited to be selected by Light & Wonder to join their partnership program. Light & Wonder has an unrivalled footprint and is the perfect fit to distribute our range of innovative and engaging games to its global network.”
“We have been extremely impressed by the whole Light & Wonder team and our interactions to-date. Their product feedback, enthusiasm to work with us and recognition of the uniqueness of our content has given us encouragement that they are the right partner to launch us into the global market.”
Steve Mayes, Senior Director of Partners at Light & Wonder, added: We are delighted to welcome Red Desert to the Light & Wonder™ Spark studio partner program. Our program is committed to collaborating with the most forward-thinking and innovative new studios, and Red Desert’s distinctive game concepts, inventive mechanics, and meticulously crafted, visually captivating titles truly embody these values. We are excited to support their global expansion and look forward to a promising and successful journey together.
Playson, the accomplished digital entertainment supplier, has forged a major global content deal with Light & Wonder to significantly enhance the reach of its extensive games portfolio.
This landmark agreement will enable Light & Wonder’s expansive operator network across the UK, Canada, and Latin America to gain access to Playson’s engaging offering.
UK-based operator Dazzletag Entertainment Ltd was the first to go live with the studio’s creative releases last month, with SUPERCHARGED CLOVERS: HOLD AND WIN and 3 POTS RICHES: HOLD AND WIN launched across its online casino brands.
Light & Wonder’s content marketplace is utilised by some of the biggest operator brands from across the globe, providing them with access to more than 3500 games from a host of third-party studios to allow them to build personalised, mobile-ready player experiences and stay ahead of regulatory changes.
The partnership signifies the strength of Playson’s reputation as a respected and highly sought-after provider to operators globally, as the rising demand for its games looks set to take the studio to new heights for 2025.
Blanka Homor, Sales Director at Playson, said: “Our deal with Light & Wonder is a major milestone in our strategic roadmap, as we embark on the next chapter of our global growth. This agreement expands our reach and allows us to deliver our appealing titles to new operators and players.
“The launch of our titles across Dazzletag’s two brands is a great start, and we are confident this relationship will further elevate our presence in the ever-evolving online casino space.”
Steve Mayes, Senior Director of Partnerships at Light & Wonder, said: “We are delighted to be working with such a highly respected digital entertainment provider and deliver their portfolio to our network. This strengthens our commitment to offering operators the best game releases available.
“We look forward to other successful launches in 2025, as we continue to support our operators with diverse content.”
EstrelaBet and CazéTV have formalized a partnership to sponsor the broadcasts of the Brazilian Championship and renew their support for the Paulistão. The agreement, valid for the 2025 edition of both competitions, includes brand display, content production, and other agreed conditions.
EstrelaBet and CazéTV have developed a solid partnership, collaborating on the main competitions broadcast by the channel. Since 2022, EstrelaBet has sponsored events such as the men’s, women’s and futsal World Cups, as well as international competitions such as the Europa League, and national competitions such as the Paulistão and Brasileirão matches, among other initiatives.
“We have achieved exceptional results since we began our partnership with CazéTV. By signing the new agreements, we are clearly pleased with this work that has brought the audience closer to their favorite team. The channel has a unique language, whose goal is to make every moment more fun and engaging. It is an alternative format, and we believe that we are expanding our visibility and directly engaging with an audience that seeks different experiences” said Renan Cavalcanti, CMO of EstrelaBet.
“We are very proud to have EstrelaBet as a partner since the 2022 Qatar World Cup, through the 2023 Australian Women’s Cup and the 2024 Paulistão. We have closely followed EstrelaBet’s growth during this period and we are sure that we will have an incredible 2025 together as well,” said Ricardo Souto, partner at LiveMode.
The Paulistão will have 16 dates, including the knockout stage and finals, starting in January and ending on March 27. The Campeonato Brasileiro will have 38 rounds, starting on March 29 and ending on December 21.
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