Assiniboia Downs and 1/ST CONTENT announce long-term international distribution deal

1/ST CONTENT, the leading provider of premium content for North American horse racing, has bolstered its international portfolio with the timely addition of Assiniboia Downs (ASD), the popular Canadian racetrack located in Winnipeg, Manitoba.
ASD’s season commences yesterday 20 May, with live racing typically staged every Monday, Tuesday and Wednesday from 7:30pm local time as part of a competitive 50-fixture schedule that stretches from May to mid-September each year.

Forthcoming highlights include the prestigious Manitoba Derby, the opening leg of the Western Canadian Derby Series, alongside other Listed stakes action. Other classic championship races comprise the Gold Cup, the Manitoba Matron and the Winnipeg Futurity, while there will also be multiple stakes contests for rising-star juveniles, beginning with the Debutante in July.

Accordingly, ASD now sits alongside other Canadian racetracks – such as Woodbine, Fort Erie and Hastings – on 1/ST CONTENT’s flexible program of top-quality action. This weekly timetable of engaging content, whose chronology naturally complements international racing coverage across varied time-zones from Europe to South Africa and Australia, provides 1/ST CONTENT’s global partners with a reliable source of fast-settling betting content at both primetime and off-peak viewing slots.

This progressive deal is emblematic of 1/ST CONTENT’s broader commitment to ensuring that North American racing’s stakeholders, whether they hail from the biggest tracks or overlooked regional diamonds, become the primary beneficiaries of revenues generated through international wagering.

As a result, 1/ST CONTENT stands alone as the proven pacesetter for live horse racing content, mapping approximately 80% of all North American racing, and providing rights, betting data, live broadcast and video streaming on behalf of its growing global portfolio of partners. Corralling low-latency feeds from thousands of annual meetings (and showcasing tens of thousands of races each year) North American racing is helping worldwide operators to engage untapped audiences by delivering 24/7 horse racing.

Darren Dunn, CEO of Assiniboia Downs, 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.”

Simon Fraser, Senior Vice President International at 1/ST CONTENT, 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.”

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