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.”
Woodbine Entertainment has announced a partnership with 1/ST that will see the bet365 Dance Smartly Stakes (G2) become a qualifying race for the Pegasus World Cup Filly & Mare Turf Invitational Stakes (G2).
The winner of this year’s $200,000 bet365 Dance Smartly Stakes at Woodbine Racetrack will receive an automatic invitation to the 2026 $500,000 Pegasus World Cup Filly & Mare Turf at Gulfstream Park in Hallandale Beach, Florida.
The Dance Smartly, to be held on Saturday, October 4 at Woodbine, will be contested at 1 1/16 miles on the bet365 Inner Turf Course and is part of a stacked card headlined by the returning $750,000 Canadian International (G1).
“We’re pleased to partner with the team at 1/ST Racing to add this unique bonus to the Dance Smartly,” said Tim Lawson, Vice-President of Thoroughbred Racing for Woodbine. “Pegasus World Cup Day has become an outstanding showcase of our sport and it’s exciting that the opportunity to be part of it will be connected to a prominent race on one of our biggest days of the season.”
The 2026 Pegasus World Cup will celebrate the 10-year anniversary of racing’s leading luxury, lifestyle and sporting event. The Pegasus World Cup debuted in 2017 as part of 1/ST’s mission to excite, energize and modernize the sport of racing for a new generation of fans and to provide lucrative opportunities for Thoroughbred owners and trainers. The event annually attracts the sport’s biggest names and is viewed globally.
“We’re thrilled to partner with Woodbine in linking the Dance Smartly to Pegasus World Cup Day,” said Aidan Butler, President of 1/ST. “This collaboration strengthens the global profile of both events, while providing horsemen and fans with a world-class pathway from Toronto to South Florida.”
The 2026 Pegasus World Cup will be held in January.
Gaming
Monster Energy and Call of Duty Unite Again with Exclusive In-Game Rewards and Expanded Program Timing
Monster Energy is teaming up once again with Call of Duty to deliver bonus in-game rewards, bonus 2XP and an expanded promotional window that gives fans even more opportunities to fuel up and power their gameplay.
Gamers and Monster fans can start collecting codes to stockpile rewards ahead of the highly anticipated release of Call of Duty: Black Ops 7 on November 14. Following the record-breaking success of the last year’s program – the 2025 campaign has been extended and will run through March 31, 2026, with code redemption available until April 30, 2026.
Players who purchase specially marked Call of Duty cans of Monster Energy, Monster Zero Sugar, or Monster Zero Ultra can find a unique code under the tab and redeem it online at callofduty.monsterenergy.com. Every can unlocks bonus in-game items and double experience points.
2025 in-game rewards include:
• 1 Can = “Energy Flash” Large Decal + 15 min 2XP
• 2 Cans = “Peacekeeper MK1 – Hyper Green” Weapon Blueprint + 15 min 2XP
• 3 Cans = “Green Fury” Operator Skin + 15 min 2XP
• 4 Cans = “VS Recon – Green Thunder” Weapon Blueprint + 15 min 2XP
• 5 Cans = “Daylight Ripper” Operator Skin Recolor + 15 min 2XP
In addition, select retailers will feature specialty bonus in-game content such as Emblems, Charms, Weapon Stickers, and Dual 2XP.
And as an added bonus, fans who create an account on callofduty.monsterenergy.com before October 31 will score a Black Ops 6 in-game skin – no purchase required.
“Monster Energy is built on fueling competitive spirit and our collaboration with Call of Duty continues to push that to new levels. With expanded timing, bonus rewards and the unmatched value of Double XP in every can, this year’s program is our biggest and most exciting yet,” said Dan McHugh, Global Chief Marketing Officer at Monster Energy.
“We’re proud to continue building on the success of our partnership with Monster Energy. Monster is the go-to fuel of gamers and they are going to drink up these exciting in-game rewards,” added Cody Neal, Associate Director of Global Partnerships, Call of Duty.
The limited-edition Monster Energy Call of Duty cans are available in 16oz in Original Monster Energy, Monster Zero Sugar and Monster Zero Ultra. Special 4, 12, and 15 can Monster Energy Call of Duty multipacks are on shelves now.
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