The New York Racing Association’s (NYRA) content vertical, NYRA Content Management Solutions (NCMS) expanded its content scope through a partnership with 1/ST CONTENT. The deal also includes a potential for horse wagering as well.
“By joining 1/ST CONTENT and NCMS, two of the powerhouses in North American horse racing content, we are reinforcing to international operators that the continued investment and support for North American racing is the smart bet,” said 1/ST CONTENT CEO Gregg Colvin. “This agreement ensures that North American horse racing stakeholders are the primary beneficiaries of revenues generated through international wagering, further strengthening the domestic industry for the next generation of fan and bettor.”
Part of The Stronach Group, 1/ST is a multi-vertical thoroughbred racing brand with a number of major US racetracks in its portfolio, including Pimlico Race Course, Santa Anita, Gulfstream Park, and Maryland Jockey Club at Laurel Park. The company also owns TSG Global Wagering Solutions (GWS), better known as XpressBet. There is also another ADW app in the family, 1/ST ODDS.
The deal consists of a ten-year content partnership as well as NCMS acquiring a “significant equity position” in XpressBet. This is the latest in several betting-related deals for NYRA. Most recently, the group acquired nearly half of United Tote. The betting arm, NYRA BETS, has also partnered up with Caesars and BetMGM.
In return, the content deal will result in more than 3,000 race days of coverage for 1/ST, including coverage from NYRA-owned tracks like Belmont Park, Saratoga Race Track, Del Mar, and Keeneland.
“NCMS is pleased to expand on our strategic partnership with 1/ST CONTENT to further broaden the international reach of North American Thoroughbred racing. Sports fans and bettors around the world can look forward to more coverage of top-quality racing than ever before,” added Tony Allevato, NYRA CRO.
