Flutter lands new ATR streaming deal for Paddy Power and Betfair

Paddy Power and Betfair have become the latest firms to sign up to a new streaming model deal with the At The Races-affiliated racecourses after a multi-year, multi-million-pound agreement was secured with the bookmakers' parent company Flutter.

The latest deal represents a major boost to the concerted effort being made by racecourses to move towards a turnover-based model whereby online operators pay racecourses a percentage of income taken through betting.

Betfred was the first bookmaker to accept a development that, in theory, protects racecourses from their product being used as a loss leader. BetVictor, Betway, BoyleSports and Unibet last week all settled on new terms with ATR, which sells streamed pictures and raceday data as licensee for Arena Racing Company and The Racing Partnership.