Premier Turf Club, LLC, a wholly owned subsidiary of PointsBet USA Inc., today announced a partnership agreement with 1/ST TECHNOLOGY, a business division of The Stronach Group (“TSG”), North America’s dominant Thoroughbred horse racing company. The agreement encompasses 1/ST’s broad portfolio of products and services including 1/ST BET, Xpressbet, Monarch Content Management, and AmTote International. 1/ST Technology’s AmTote, Xpressbet, and 1/ST BET brands are world leaders in pari-mutuel tote and ADW technologies.
Key features of the deal include:
- PointsBet and 1/ST Technology will collaborate on integration and launch of the one-of-a-kind 1/ST BET online horse wagering product in US jurisdictions where Advance Deposit Wagering (ADW) is permitted.
- Deeply aligns the companies and drives vertical integration across key components of ADW – product, tote, and content management – serving to enrich the PointsBet offering and introduce new bettors to American horseracing.
- Racing customers of 1/ST TECHNOLOGY’s currently operated brands, Xpressbet and 1/ST BET, will be introduced to the world of Sports Betting and iCasino via PointsBet products through this unique marketing partnership.
The agreement encompasses a wide range of services and synergies across the companies which is set to deliver a fully integrated, white-label horse betting experience to PointsBet customers. The partnership marks the first time in the United States that a tier-one sports betting company and horse racing company have aligned to power an independently owned and licensed ADW operator.
1/ST BET is a revolutionary multi-featured app with an algorithm based handicapping tool and a fully configurable UI/UX created to introduce new customers to horse racing and betting, as well as support for the most advanced horse racing bettors. The 1/ST BET app was developed to make handicapping and betting fun and intuitive. Its goal is to educate customers to make smarter bets, engage with the sport of horse racing, and complement the on-track visuals and wagering experience. 1/ST BET was successfully launched nationally in May 2019.
Regarding the strategic partnership announcement, PointsBet Group CEO Sam Swanell commented: “Today marks a pivotal moment in the evolution of our US expansion strategy. Horse racing has a unique role to play alongside sports betting in the United States, and despite already generating over US$6.5 billion per annum in industry online handle, we consider it an attractive category on the cusp of further expansion on the back of the ongoing shift from brick and mortar to digital. With PointsBet’s mature market Australian racing expertise, and now a strategic partner in 1/ST TECHNOLOGY that provides us with a market leading portfolio of racing products and services, we can introduce new and existing customers to a dynamic and interactive PointsBet branded horse betting experience. This will be supported through cost effective offers and marketing, along with the utilization of our extensive US sports betting database.”
Paul Williams, Chief Executive Officer, 1/ST TECHNOLOGY, added: “1/ST TECHNOLOGY is excited to be partnering with the truly innovative team at PointsBet to bring the great sport of horse racing to a growing customer base across US markets. We are uniquely aligned on a superior product vision as well as the value that this relationship brings to our collective organizations and horse racing industry stakeholders at large.”
