The likes of Ladbrokes, SportsBet and CrownBet reportedly all submitted tenders to secure the highly desired streaming rights, which add to William Hill’s growing portfolio of streaming services and commercial partnerships. The company is the official wagering partner of the Australian Open and, as part of its agreement with Tennis Australia, has live streaming rights for the tennis season’s opening grand slam.
The online betting behemoth even announced a two-year partnership with English Premier League club Tottenham earlier this year.
Given its exclusivity, the New South Wales venture is a major boon for the company. It comes in time for the busy racing season Down Under, which sees racing wagering soar during the spring.
Australian racing bettors are also set to seize on the opportunity to view New South Wales racing live and free, particularly given that their appetite for watching sport and betting via their iPhone, Samsung Galaxy or other Android device is on the rise.
The deal will also bring much-needed revenue to Racing NSW, which has seen wagering figures stall following the highly publicised breakdown of greyhound racing in the state.