XB Net, a provider of premium content for North American horse racing, has agreed to a new distribution deal and a multi-year contract renewal option with Chicago’s Hawthorne Race Course.

The agreement, commented the firm, heralds another milestone partnership with one of the United States’ most historic racetracks, particularly as it embarks on a $400m redevelopment to add sports betting, casino-style gaming and other entertainment amenities.

Hawthorne Race Course forms part of a wider network of over 60 North American tracks whose steady stream of rapid-cycling content is proven, said XB Net, to increase digital dwell-time for its clients and their customers.

Moreover, the deal helps to immediately leverage the 50 thoroughbred race-days that comprise Hawthorne’s traditional fall/winter meetings and will build momentum for further fan engagement in 2022 when it is the only race track in the Chicago area, which is the third-largest media market in the US.

Elsewhere, Hawthorne’s CDT time zone naturally clocks on for core UK and European racing audiences, generating increased fan engagement at peak leisure times. Its daily schedule of coverage, which neatly complements Europe’s domestic racing action, provides operators with a trustworthy source of rapid-settling betting content from 18:00 CET.

John Walsh, Assistant General Manager at Hawthorne Race Course, said: “This close collaboration with XB Net will expand the international reach and appeal of Illinois thoroughbred racing. The distribution of our content to both mature and emerging markets requires strong partnerships that will showcase the very exciting future of Hawthorne and racing at Chicago’s hometown track.”

More on XBnet at www.sbcamericas.com