Furlongs, handicaps, and various types of horse races like claiming and group races can often make the world of horse racing seem complex and filled with jargon that might be unfamiliar to both operators and bettors.
However, the Arena Racing Company (ARC) is looking to modernize this space through a strategic partnership with Tabcorp, the Racecourse Media Group (RMG), and 1/ST CONTENT. Brendan Parnell, Media and International Managing Director at ARC, spoke with Insider Sport’s Editor, Ted Orme-Claye, about this initiative. He highlighted that the Racing One Rights Alliance is uniting British, American, and Australasian racing to explore new markets.
According to Parnell, racing terminology can be analog and difficult to grasp. This new alliance aims to simplify the integration process for markets worldwide by offering a continuous 24/7 racing package. Regardless of whether customers prefer imperial or metric systems, and whether they are interested in furlongs, meters, handicaps, or claiming races, it’s important to provide a clear understanding of the sport to accommodate both bookmakers and their audiences.
Parnell emphasized the logic behind global cooperation among horse racing authorities to create a smoother integration for bookmakers.
### Racing and Betting’s Inextricable Bond
Up until not long ago, horse racing topped the list of the most popular sports bets in the UK. ARC’s ambition is to refine horse racing as a betting product. Key areas include maximizing field sizes and rolling out events like the team-based Racing League and the All-Weather Championships, the latter concluding with a Finals Day every Good Friday, offering £1 million in prize money.
Parnell mentioned that UK betting remains ARC’s primary revenue stream. Their partnerships with bookmakers involve turnover agreements, granting them invaluable insights they lacked before. This arrangement allows ARC to share performance metrics, highlighting which bookmakers might benefit from improved racing presentations.
Additionally, Parnell noted their use of artificial intelligence to enhance revenue by rearranging races within a fixture. Initial trials showed significant benefits for bookmakers, prompting plans to expand this initiative across more fixtures.
For further insights on ARC’s strategic collaboration and the value of racing as a betting product, you can watch the full video [here](https://youtu.be/qhottGkX1_A?si=ST6wSbJOeLwKBss-).
