PA Betting Services Partners with ElTurf

Chilean horse racing content provider ElTurf has entered into a new agreement with PA Betting Services to expand its reach into global fixed odds and pari-mutuel markets.

The exclusive deal, which includes more than 2000 races per year from Sporting Valparaiso, Hipodromo de Chile and Club Hipico de Concepcion, is the first-of-its-kind premium racing product from the region.

Combining the strength of ElTurf’s knowledge alongside PA Betting Services’ in-house content team will see the pre-race content that has so often been absent from Latin America now available at comparable levels to those seen from both North America and the UK.

The service will combine pre-race and live data content with streaming – a service provided by StreamAMG, a PA Media Group company, who will power live streaming delivery including race commentaries by leading British commentators.

The relationship builds on the efforts by ElTurf and Total Performance Data (TPD) to develop in-running data and pricing services for the region, which – as part of the deal – will be made available as a plug-and-play solution on PA Betting Service’s market-leading platform.

Gonzalo Reyes, Chief Executive of ElTurf said: “We are excited to be working with PA Betting Services to advance the interests of Latin American racing into new markets.

“This relationship marks a new chapter for those racecourses seeking a move away from legacy providers and grants them the opportunity to maximise revenues from fixed odds and pari-mutuel markets around the globe.

“Pairing El Turf’s leading coverage from the region, with PA’s unrivalled distribution platform will significantly raise the standard of the product overnight, benefiting both operators and Latin American racing fans.”

Richard Duncan, Head of Business Development at PA Betting Services, said: “We are thrilled to be working with ElTurf and Latin American racecourses. The ambition shown by racecourses in the region to maximise earnings through exploring new partnerships has been a real journey and one we are very excited to be part of.

“Global racing has much to offer with the quality of racing from these courses as good as many domestic UK races. With knowledge gaps now plugged, Latin American racing will be an exciting proposition for operators crying out for an improved product that includes silks, runner comments, race verdicts and more competitive margins.

“We’re also really excited about the integration here with StreamAMG. Across PA Media Group, we have the talent and knowledge to provide real added value for all customers, and we’re looking forward to where this – and similar knowledge sharing partnerships – can take us.”