New rights deal for leading US and Australian racing provider XB Net establishes important position in India’s burgeoning racing landscape
XB Net, the leading premium content provider for North American and Australian horse racing, has further expanded its international presence with the announcement of its latest digital distribution rights deal with established Indian platform, NorthAlley.
This new agreement covers XB Net’s delivery of live footage and local pool betting services from an unparalleled network of tracks in Australia and North America, equipping NorthAlley with a highly flexible programming schedule, supported by a steady stream of fast-cycle betting opportunities that have been proven to increase digital dwell time for new and existing customers.
NorthAlley is the Totalizator technology provider for all running clubs in India. This agreement started with Hyderabad Race Club and has been extended iteratively to all other clubs for this progressive partnership.
XB Net’s acclaimed end-to-end solution opens the door to many of the most prestigious horse races on the planet. Currently live with Melbourne Racing Club’s (MRC) large group of well-known Australian racetracks, NorthAlley can leverage a suite of data and streaming services products available for over 700 Australian meetings a year, with top venues like Caulfield, Moonee Valley and Flemington – including the race that stops a nation, the Melbourne Cup.
However, new US racing rights will soon allow access to more global highlights, including the recent Pegasus World Cup, both legs of this summer’s irresistible Triple Crown (featuring the Preakness and Belmont Stakes) and the showpiece season finale at Breeders’ Cup World. Championships at Keeneland (November 4-5).
This daily schedule of engrossing action, whose timeline naturally limits the Indian domestic racing scene (with the five-hour differential to Western Australia particularly complementary for Indian mornings), provides NorthAlley with a reliable source of content. from fast-paced racing to prime time and off-peak viewing slots.
XB Net is the proven leader in horse racing content in North America and Australia, providing rights, data, live streaming and video streaming on behalf of its growing global portfolio of partners. By bringing together low-latency feeds from over 3,000 meetings (showcasing over 30,000 races per year), its international races help operators around the world attract untapped audiences, deliver horse racing 24/7 /7 and to mitigate the risk of future disruptions to the global sporting calendar. .
Simon Fraser, Senior Vice President of International at XB Net, said: “It is a pleasure to expand our geographical influence, especially in Indian sports and horse racing territories, whose underserved public will soon be a boon to racing, especially as wider regulation arrives in this sleeping giant of a region.
“NorthAlley has already proven itself most adept at securing foundational partnerships at elite clubs Hyderabad and Madras Racing, while Royal Western India Turf Club in Mumbai is next on our agenda. is an exciting time to continue to grow our global audience and products, with our core North American racing service now ably supported by crack racing from Australia.
Suresh Paladugu, CEO of NorthAlley, added: “XB Net’s one-stop Australian and North American racing services have truly educated our customers on the merits of international racing, both during and after the pandemic, generating and retaining new revenue streams in the process. It is an add-on product that is growing in popularity with our major racing club customers in Hyderabad and Madras, especially before the end of our nationwide action.
“Australian racing, especially, seems to fit nicely into our overall offering, with its time zone naturally preceding India’s domestic action and other sports schedules. Now that we’re also adding US racing rights for our players, we can’t wait to see how these products perform during a summer filled with racing highlights, including the Triple Crown events of the Preakness and the Belmont stakes.
“XB Net shares NorthAlley’s vision and is focused on enabling the digital business by leveraging technology as a valuable asset, helping to streamline and optimize our partners’ operations so that we can increase revenue, improve customer experience and restoring value to the underlying sport and its stakeholders. ”