XB Net expands UK Tote’s horse racing content offering

XB Net, a provider of North American racing content, has renewed its existing distribution deal with the UK Tote Group, the operator of the UK Tote.
Image: Cheryl Ann Quigley/Shutterstock

XB Net, a provider of North American racing content, has renewed its existing distribution deal with the UK Tote Group, operator of the UK Tote – the world’s largest privately owned Tote.

Under the terms of the new agreement, the vast majority of premier US races will be available for racing fans on the UK Tote, including the Breeders’ Cup World Championships in Keeneland, which XB Net has a long-term international-rights distributor partnership with.

The operator will receive the provider’s live pictures, data, and betting services from a network of over 60 North American tracks, plugging gaps on the operators daily betting calendar with authentic US horse racing content.

“Securing this continued collaboration with a brand as synonymous with racing as UK Tote Group is another feather in the cap of our diligent team,” commented Simon Fraser, Senior Vice President International at XB Net.

“We’ve been impressed by the UK Tote Group’s recent moves to reignite the UK Tote for a contemporary racing audience, and XB Net’s wide range of low-latency racing solutions and racetracks are providing them with a deeper well from which to draw premium content.  

“Indeed, it’s a privilege to continue working in tandem with proven partners like UK Tote Group and the Breeders’ Cup to optimize and increase the returns to North American racing from overseas during a challenging economic period. Returning the value to racing, racetracks, owners, and Horsemen’s groups will help safeguard the future of the sport we all love.”

XB Net’s offerings will allow UK Tote to keep providing racing content that can capture and retain audiences once the UK and Ireland’s day of racing is done, producing new revenue streams.

Prestigious horse races offered through the deal include the Pegasus World Cup, two legs of the Triple Crown in the Preakness and Belmont Stakes, and the previously mentioned Breeders’ Cup.

“As a leading player in pool betting, we want to provide our customers with the biggest global pools and for them to be able to bet on the best racing in the world,” noted Jon Knapman, Chief Commercial Officer at UK Tote Group.

“With pool betting being dominant in US racing, we are delighted to work with XB Net as the leading distributor of North American content, integrating improved feeds alongside associated data and content, such as silks and ratings, with which to elevate the experience for our customers.

“Our customers have already seen the added enjoyment and value that U.S. racing brings to the wider horse racing fan experience. Now it’s an honor to be bringing the Breeders’ Cup World Championships to our UK and Irish audience in what promises to be a thrilling renewal.”

Fraser added: “Live, premium daily sport is ostensibly an easy sell wherever you are in the world. Tellingly, though, if that sport’s betting markets are consistent and its framework familiar to the end user (allied to synchronicity with local leisure periods) then we’ve found that engagement gains quicker and more durable traction with audiences.

“The GMT time zone is, of course, well-positioned to migrate from its domestic racing scene into top-class ‘evening’ meetings stateside, so high-quality 24/7 programming is now an attainable reality for our customers.

“We can’t wait to see how our comprehensive package continues to perform for the Tote over a range of coming attractions this winter, with this week’s Breeders’ Cup World Championships, for which we hold the international distribution rights, an imminent highlight.”