Entain and ARC’s Premier Greyhound Racing signs rights deal with major UK retail betting operators

Media rights company Premier Greyhound Racing has announced a slate of rights deals with a number of major retail betting operators in the UK. The business, a joint venture between Entain and Arena Racing Company, will supply “the very best” of greyhound racing to Entain’s Ladbrokes and Coral, William Hill, Paddy Power and Betfred from 2024 onwards.

The landmark commercial deals encompass the UK’s four biggest retail betting operators. The new partnerships will see Premier Greyhound Racing supply the respective land-based operations of each brand, with the greyhound racing rights holder providing pictures from its British tracks to the operators’ shops from the start of 2024.

Mark Kingston, Director of Premier Greyhound Racing, said: “As important as greyhound racing is to the betting industry as a whole, greyhounds have always been a fundamental part of the betting shop service. Signing up all major retail bookmakers to take the Premier Greyhound Racing service is therefore the biggest endorsement we could have for the content we will be providing from January 2024.”

“This commitment from retail bookmakers also underpins the viability of the service as we look to drive a competitive betting product allied to the very highest welfare standards for the greyhounds racing at our tracks,” Kingston further commented on the partnerships.

Premier Greyhound Racing, the media rights company recently set up to supply the very best of greyhound racing to the betting industry, is today announcing landmark commercial deals with the UK’s four biggest retail betting operators 🐶

🗞️ Read more: https://t.co/KpnuKXJ53w pic.twitter.com/mK6BSNWRYq

— Premier Greyhound Racing (@PremGreyRacing) January 24, 2023

According to Premier Greyhound Racing, its vision is “to unite stakeholders and become the global home of greyhound racing entertainment,” providing a seven-day-a-week schedule of greyhound racing on-screen. It also pledges to deliver “the market-leading greyhound racing product,” with increased welfare standards and investment to best serve racegoers, owners and trainers, with the ultimate goal of “revitalizing the sport in the process.” 

Premier Greyhound Racing is a joint venture between Arena Racing Company (ARC), which owns horse racing courses; and major sports betting and gaming group Entain. Between them, the two companies own nine of the 20 licensed British greyhound tracks – Crayford, Hove, Monmore, Romford, Central Park, Perry Barr, Newcastle, Sunderland and Nottingham – and the media rights for five independent tracks (Kinsley, Pelaw Grange, Sheffield, Swindon and Yarmouth). 

The new venture was launched in December 2021, “and is already in action.” Its parent companies have committed to invest in Open Racing prize money, across their nine stadia, exceeding a combined £2.5 million ($3 million). This includes sponsorship of a series of current £20,000-to-the-winner Open Races, including the Premier Greyhound Racing Regency, St Leger, Oaks and Eclipse competitions.

In addition to boosting prize money, Premier Greyhound Racing says it remains committed to delivering “industry-leading standards” for welfare. It has committed to contribute £100,000 ($123,173) towards research identified in the sport’s governing body, The Greyhound Board of Great Britain’s Welfare Strategy: A Good Life for Every Greyhound. 

“Premier Greyhound Racing supports the GBGB’s welfare strategies to ensure the long-term care of greyhounds both during, and after, their racing careers and has recently appointed leading animal welfare campaigner Clarissa Baldwin CBE to its Board,” the business noted.