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Maximizing Data Value for International Horseracing Media Rights

Explore how At The Races utilizes data for commercial and betting revenues both domestically and internationally, with insights into data importance, strategies, and challenges in the horseracing industry.

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Maximizing Data Value for International Horseracing Media Rights

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  1. AT THE RACES & DATA IFHA, Paris, October 6th 2008

  2. At The Races • The UK and Ireland’s most watched, dedicated horseracing channel • Majority owned by racecourses and racecourse groups • Worldwide media rights to 30 UK tracks and all 27 Irish racecourses • 1,200 fixtures / year • 60% of UK fixtures and 100% of Irish fixtures • attheraces.com is the UK & Ireland’s biggest racing website

  3. Contents • What’s different about ATR and the UK/Ireland market? • How we use data in our domestic business • The importance of data to our international business • What value for data rights owners in UK/Ireland? • “Pictures are pretty important too”

  4. What’s different about ATR and UK/Ireland?

  5. Tote = less than 4% of total racing turnover in UK Source: UK Tote, 2007

  6. Tote = 22% of total betting on Irish racing in Ireland Source: HRI, 2007

  7. What’s different about ATR and UK/Ireland? • More complex process for creating price data • We are a rights holder not a betting operator • A competitive market place of several betting operators provides commercial opportunities

  8. Data in our domestic business • Data is integral to our content on air and online • Daily preview programming relies on market information and live data • Branded price graphics on screen inform viewers and offer commercial value • Dynamic ‘L Bar’ graphic helps retain viewers through the ad break

  9. DTH Commercial Impacts Growth Data is used to help retain viewers through advertising breaks

  10. Data in our domestic business • Increasing online revenues coming from data related services • ‘Racecards’ and ‘Form’ account for more than 50% of attheraces.com traffic • ‘Best Odds’ price comparison service uses dynamic, live data to deliver affiliate betting revenues • ‘Bet & Watch’ product serves live racing on a per stream model via betting partner websites

  11. Data in our domestic business Live price data has helped grow betting affiliate revenues, +95% y/y

  12. Data in our domestic business ‘Bet & Watch’ streams have doubled Jan-Jul 2008

  13. Data in our international business • Data is clearly crucial in a traditional bet turnover model • At The Races distributes UK & Irish racing into over 20 countries via its dedicated ATR International service or via SIS into fixed odds territories • Problems of compatibility of data formats

  14. Data in our international business 4. HENRYTHENAVIGATORpur-sang, 3 ans Performances 5 1 1 1 1 3 2 1 4. HENRYTHENAVIGATORthoroughbred, 3 yrs Performances 1 2 3 1 1 1 1 5

  15. Data in our international business • Ensure supply of formatted racecards to international territories • Use data to syndicate content and provide locally tailored microsites • Localised websites: attheraces.it, attheraces.sa, attheraces.au • Provide bespoke form guides based on international bet type preferences

  16. Value for rights holders? • 10th November 2004 - The European Court of Justice ruled that William Hill's use of horseracing data did not infringe the British Horseracing Board's database rights. • The volume of data extracted by William Hill represented “only a very small proportion of the whole of that database”. • The resources used by the BHB represented “investment in the creation of the materials contained in its database”, which is “not relevant in terms of the Directive's protection”.

  17. Summary • Data is critical both domestically and internationally • At home it drives both commercial and betting related revenues, on air and online • Internationally it is essential within a traditional betting turnover related model and an important marketing tool • Compatibility of race data is an issue we are dealing with • Currently the use of data in UK does not infringe database rights

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