RMG and SIS Extend LBO Distribution Partnership Until 2028

The deal guarantees ongoing access to RMG’s high-profile racing content for betting operators, covering renowned venues such as Cheltenham, Aintree, York, Epsom Downs, Newmarket, and Sandown Park. These racecourses host some of the most prestigious events in the UK racing calendar, making them highly valuable assets for the betting industry.

Richard Ames, CEO of SIS, expressed his enthusiasm for the renewed partnership: “I am delighted to have extended our arrangement with RMG for a further three-year period. Over the last eight years of representing RMG’s rights, the relationship between the parties has gone from strength to strength, and this new arrangement is a testament to our collaborative working practices.”

Nick Mills, CEO of RMG, also highlighted the importance of the agreement: “We look forward to extending the partnership and working closely with SIS and our LBO partners to grow interest and betting on RMG content. LBO revenue remains a significant media rights income for the sport, and this deal further increases the value of RMG’s content in the LBO marketplace.”

The extension strengthens RMG and SIS’s long-standing collaboration, which has played a crucial role in maintaining a consistent and high-quality racing product for LBOs. With the industry evolving and demand for top-tier racing content remaining strong, this agreement ensures stability and continued engagement for both operators and racing fans.

This deal follows a series of strategic moves by SIS in recent months. In February, the company announced a multimedia partnership with Betfred, enhancing the operator's production facilities and broadcasting capabilities from Media City in Salford. Additionally, SIS expanded its esports betting offerings through a partnership with Novibet, bringing its H2H Global Gaming League content to customers across Latin America and Europe.

By securing this extension, RMG and SIS reaffirm their commitment to delivering premium racing content to LBOs, reinforcing their position as key players in the betting and media rights sectors.