1/ST CONTENT, a leading distributor of North and South American racing and a core division of 1/ST, has confirmed that its North American racing portfolio is now accessible for pool betting at UK racecourses through a landmark agreement with Britbet.
Britbet is the on-course pool betting operator for its partner racecourses, providing customer-facing pool betting services for 58 of the 59 UK tracks. Accordingly, this deal will deliver further pari-mutuel liquidity for 1/ST CONTENT’s expansive portfolio of North American racetracks.
This agreement also leverages 1/ST TECHNOLOGY’s broad suite of products and services, including the AmTote International brand, the world’s market leaders in pari-mutuel tote and ADW technologies.
Bet types will include but not be limited to: Win, Show, Exacta and Trifecta. These bet types can be readily mapped on to familiar UK pool bets. Other bet types are expected to follow, but the initial bet types available largely mirror the more popular on-course bet types in the UK.
Britbet’s on-site UK staff, whose presence can be found in either fixed retail positions, or roaming couriers in hospitality areas, are dedicated to improving the user experience at racetracks. Adding US racing will assist in this effort, delivering broader content and engagement for customers.
The recent rollout now brings the premier stateside races to the UK racecourses – from this Saturday’s Pegasus World Cup, through the spring’s Triple Crown contests, the midsummer Travers Stakes at Saratoga, and then culminating at the Breeders’ Cup World Championships in November. More broadly, 1/ST CONTENT’s extensive content portfolio now covers nearly 90% of all North American racetracks, neatly following on from the UK’s domestic program at 17:00 (approx.) each day, and particularly pertinent in the winter and spring when there are far fewer evening racing fixtures in Britain.
imon Fraser, SVP International at 1/ST CONTENT, said: “Britbet already delivers our product effectively on-course, returning vital funding to the sport, and their racing‑first, tech‑forward model really impressed us. Combined with the enthusiasm of their staff in educating both seasoned and new bettors about North American racing, we’re confident this partnership can become a cornerstone for pools betting.
“1/ST CONTENT is always focused on improving the experience for bettors and operators, and this collaboration with Britbet puts us at the forefront of that effort. International bettors want access to bigger, more diverse pools and consistent field sizes with strong betting value. North American racing offers these opportunities daily, at times that complement the UK schedule and appeal to racegoers looking for a relatable, high‑quality product as domestic racing winds down.”
Nigel Roddis, Managing Director of Britbet, added: “This agreement with 1/ST CONTENT lets us make greater use of the i‑neda technology behind our on‑course terminals, providing more content for customers—even if time zones and live racing mean we’ll be selective in what we offer. It supports our wider commitment to growing pool betting across the UK, both on-course and beyond. This collaboration enhances the customer experience with fresh content and highlights the global nature of the sport. We look forward to showcasing key North American events at our partner racecourses.”
