1/st Content and Assiniboia Downs agree to distribution deal

1/st Content has agreed to a long-term international distribution deal with Canadian racetrack Assiniboia Downs (ASD). 

This deal adds yet another Canadian racetrack to 1/st Content’s program, which also includes the likes of Woodbine, Fort Erie and Hastings. 

The ASD season begins May 20 with races typically occurring every Monday, Tuesday and Wednesday as part of a 50-fixture schedule that stretches from May to mid-September. 

For 1/st Content this agreement has helped to bolster its international portfolio, now having coverage of approximately 80% of all North American racing, providing rights, betting data, live broadcast and video streaming on behalf of its partners. 

Assiniboia Downs CEO Darren Dunn said, “The sheer distributional scope of 1/st Content’s international operator network is second to none. Therefore, it was a logical step for ASD to partner with them to distribute our upcoming calendar to a new legion of bettors outside Canada, thereby increasing returns to the core stakeholders of our domestic scene here in Winnipeg.” 

1/st Content Senior Vice President International Simon Fraser added, “1/st Content is delighted to have added Assiniboia Downs to our all-encompassing North American roster, optimizing our wider Canadian content and introducing a fresh cohort of global racing fans to one of the true hidden gems in North America. ASD’s reliable off times and inimitable content, which sometimes shows events such as team-based bareback Indian Horse Relay racing, offers something different in an often homogenized marketplace. 

“Observing other unsupportive models, we are more dedicated than ever to returning the value to racing’s stakeholders, who have historically missed out with grasping suppliers that return funds to non-racing organizations and simply aren’t committed to the sustainability and welfare of the sport. 

“We look forward to delivering more coverage of high-class Canadian racing than ever before to fans and bettors around the world.” 

In other horseracing news, the new Harrah’s Columbus, Nebraska Racing and Casino opened its doors under Caesars operations at the end of last week. 

Ciaran McLoughlin

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