05/01/2014 10:19AM

Breeders' Cup reaches agreement on international distribution

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Breeders’ Cup Ltd. said it has reached a multi-year deal giving Henry Birtles Associates the television distribution rights to its signal in most foreign jurisdictions.

Henry Birtles, which distributes horseracing broadcasts on behalf of racing organizations in most major foreign racing jurisdictions, will take over from ESPN International, whose rights contract expired at the end of 2013, according to Jim Gluckson, a spokesperson for Breeders’ Cup. The contract covers all countries outside of North America, with the exception of the United Kingdom and Ireland, where the rights are still held by the British company Attheraces, Gluckson said.

Over the past 10 years, Breeders’ Cup has aimed at the international market for growth, in a tacit acknowledgment of the stagnation of betting handle in the U.S. The efforts have included adding races to its international roster of Win and You’re In events to draw horses from foreign jurisdictions, and the eyeballs that come with it.

Henry Birtles distributes racing broadcasts internationally for Dubai Media Incorporated, the Japan Racing Association, Singapore Turf Club, German Tote, Italian Racing, Tabcorp Australia, the New York Racing Association, South African Racing, the New Zealand Racing Board, SKY Channel, and IMG, the company said.