1/ST CONTENT And Italy's MASAF Partner Ahead Of Breeders' Cup

1/ST CONTENT, a provider of North and South American horse racing content, and the Italian Ministry of Agriculture, Food Sovereignty and Forestry (MASAF) have joined forces ahead of the Breeders' Cup.

The deal now opens gateway local pool betting on North American, South American and Turkish racing in Italy – and was soft-launched over last month's 100th edition of the Hambletonian at The Meadowlands, NJ. The agreement kicks off with the Breeders' Cup on October 31 and November 1. Other races that will be shown to Italian audiences include: the GI Pegasus World Cup on January 24, the GI Preakness Stakes on May 16, and the GI Belmont Stakes on June 6.

Key points of the deal include:

• Comprehensive Coverage: exclusive signals of all racetracks in the United States, Canada, South America and Turkey, ensuring an extensive and diverse range of racing content for Italian audiences.
• Cutting-Edge Technology: high-quality, immersive broadcasts, providing viewers with an unparalleled access to live racing and informative content that both engages the seasoned viewer and educates those unfamiliar with the sport.
• Enhanced Viewer Engagement: accompanying innovative marketing strategies, promotions, and engagement initiatives, enhancing the overall viewer experience and speaking to a dedicated racing community in Italy.

Simon Fraser, senior vice president international at 1/ST CONTENT, said, “We're thrilled to be working as a partner with MASAF on a program to rejuvenate their horse racing audience and breathe new life into the Italian industry.”

Remo Chiodi, director general for horse racing at MASAF, added, “This partnership is part of a broader framework aimed at strengthening relations between Italy and the United States in the horseracing sector: it is a path that consolidates ties between the two countries, enhances both our national excellence and international achievements, and opens up new opportunities for growth and exchange. Thanks to this agreement, major American racing events will be broadcast free-to-air on EQU TV, expanding the television offering and allowing betting on the races within a fully integrated system.”