A new partnership agreement with the Australian broadcasting group Sky Racing has recently been announced by Greyhound Racing Victoria (GRV). As a result of the deal, the broadcasting rights of the group that airs primarily live thoroughbred, harness and greyhound racing will be extended by another 4 years. According to Greyhound Racing Victoria, the newly-announced partnership will help popularise greyhound racing as the regulator develops additional content for Sky Racing.
For the time being, a total of 13 tracks across the state are managed by the controlling body that regulates greyhound racing in Victoria.
As a result of the partnership deal, Sky Racing has been announced as the official domestic, international, and digital distributor and broadcaster for Greyhound Racing Victoria. The agreement also includes extended time slots for greyhound racing in the state, new digital marketing aimed at raising the sport’s popularity, as well as dedicated showcases.
The General Manager of Sky Operations, Adam Brownlee, shared that his company remains committed to popularising greyhound racing and establishing more betting opportunities for such races for local residents. He confirmed that the broadcaster will now act as a primary media partner for Greyhound Racing Victoria and hopes that the recently-inked partnership agreement will help the two parties strengthen their relationship in time. According to Mr Brownlee, the agreement is a win not only for industry participants but also for punters and Sky Racing’s almost 2 million viewers every year.
As revealed by Sky Operations’ General Manager, Sky Racing would work in partnership with Greyhound Racing Victoria to diversify engagement and viewing opportunities and provide gamblers with more appealing content. He believes that the partnership will help the sport grow and will expand the fan base of greyhound racing content.
Betting Opportunities Are Priority for Tabcorp and Greyhound Racing Victoria
Stuart Laing, the acting CEO of Greyhound Racing Victoria, explained that the agreement would be beneficial for greyhound racing both internationally and in its domestic market. He also believes that the deal would establish it as a top betting product in the state and in the country. Mr Laing also noted that the collaboration would provide punters and fans of the sport with unparalleled access to greyhound racing content. It would also offer better promotional content, such as star greyhounds, events, and participants.
The acting CEO of GRV said that the organisation was looking forward to working in close collaboration with Sky Racing in order to bring further innovation to the way its showcases its sport to punters.
For the time being, new betting opportunities seem to be a priority for Greyhound Racing Victoria and the owner of Sky Racing – the largest gambling company in Australia, Tabcorp.
According to MR Brownlee, boosting the popularity of greyhound racing would help Tabcorp enhance its betting business, which would eventually result in increasing its market share. The gambling operator has been preparing for an extensive refresh of its betting application, so an increased interest in the sport would greatly help it. For that reason, Tabcorp plans to make its digital initiatives and additional content more engaging for punters.
- Author
Olivia Cole
