RMG and SIS launch first daily betting service in India via NorthAlley contract

Indian audiences will be seeing more of Frankie Dettori and other British and Irish stars

Racecourse Media Group (RMG) and Sports Information Services (SIS) are delighted to launch the first daily betting service in India via an agreement with Pari-Mutuel and Fixed Odds Wagering Company NorthAlley.

The deal enables British and Irish racing content to be shown live for Pari-Mutuel (tote) betting into local pools via the Hyderabad Race Club’s digital platforms.

RMG has the broadcast rights to 34 British racecourse shareholders, including the likes of Epsom, Newmarket, York and Goodwood, while SIS holds the rights to all 26 Irish racecourses, including the Curragh and Leopardstown, plus Chelmsford City in the UK.

Ian Houghton, Director of International at RMG, said, “We’re delighted to see our racing broadcast in India thanks to this ground-breaking joint venture with SIS and NorthAlley. The service has now fully launched and initial turnover levels on British and Irish races have been encouraging. All being well, we very much hope to roll out the service to other regions in India in future and introduce fixed odds betting.”

Joe Andrews, Digital Sales Manager of SIS, said: “It is very exciting to be launching in India for the first time and we’re thrilled that Indian racing fans will now have such a comprehensive portfolio of high-quality racing from which to choose. British and Irish racing is among the very best in the world and the betting opportunities it presents to NorthAlley and its customers are very wide-ranging.”

Suresh Paladugu, CEO of NorthAlley, said: “We are excited to bring international races to Indian punters in the most convenient way for the first time in India. We highly appreciate the initiative and support from Hyderabad Race Club management in making this happen. We will continue to work with RMG and SIS to enhance experience and bring quality content for Indian players.”