At The Races
- Company typePrivate
- Founded2000
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
At The Races firmographics
Firmographics- Name
- At The Races
- Legal name
- At The Races
- Website
- https://attheraces.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
At The Races industry classification
Industry- Product category
- Horse Racing Media & Streaming
- NAICS
- Spectator Sports (71121)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Horse Racing Media, Data & Handicapping Content (MPAEADAF)
- akta.pro secondary industry
- Sports Data-Driven/Interactive Streams (Stats Overlays, Alternate Feeds) (MPAKAOAH)
Keywords
Where At The Races is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
At The Races business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- ATR Player Subscription: Monthly subscription service providing access to live Sky Sports Racing broadcasts, international racing streams, preview programmes, and extensive replay archive. UK & Irish users only.
- Affiliate/Betting Partner Commissions: Revenue generated through affiliate partnerships with major betting operators (bet365, Coral, William Hill, Ladbrokes, Betfred, Unibet, and others). Platform features promotional offers, free bet promotions, and odds comparisons that drive user referrals to betting partners.
- Advertising Revenue: Display advertising on the platform, including banner ads, promotional content, and sponsored sections featuring betting partner offers. Cookie policy mentions 182 third-party vendor partnerships for advertising purposes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | ATR Player Monthly Subscription |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
At The Races product offering
Product offeringCore offering
At The Races is a UK-based digital horse racing media platform that delivers live race streaming (ATR Player), racecards, results, expert tips, replays, and predictive form analysis to racing fans. The site operates as the digital extension of Sky Sports Racing and monetizes through a £9.99/month streaming subscription, display advertising, and affiliate commissions from major UK and Irish bookmakers.
Product overview
At The Races is a unified horse racing media and betting platform offering live streaming (ATR Player), comprehensive racecards, results archives, odds comparison, and AI-powered predictions (ATR Predictor). The portfolio includes both core content products (Racecards, Results, Tips & Analysis) and interactive tools (Best Odds, Market Movers, Bet Calculator, Horse Tracker). The platform covers UK & Irish racing, greyhounds, French, US, Hong Kong, South African and international horse racing, with a subscription-based streaming service (£9.99/month for UK/Ireland) and affiliate partnerships with major bookmakers for free bet promotions.
Differentiator
Problem solved
Functional benefit
Brands
- ATR Player: The company's live streaming video platform for horse racing content
- Sky Sports Racing
- ATR App
- ATR Predictor
Products and services
- ATR Player
- ATR App
- ATR Predictor
- Racecards
- Results Database
- Best Odds
- Ratings Hub
- Race Replays
- Tips & Analysis
- Greyhounds
- Free Bets
Quantifiable outcome
- Six years of archive race replays available
- +1 more outcomes
Companies that use At The Races
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
At The Races technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature3 records
At The Races partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Sky Sports RacingcoreOfficial broadcast partner for Sky Sports Racing, providing live television coverage of UK and Irish horse racing. Platform serves as digital extension for Sky Sports Racing content including live streams, preview programmes, and analysis shows. Available on Sky channel 415, Virgin 512, and Virgin Ireland 418.
- Betting Operator Partners (bet365, Coral, William Hill, Ladbrokes, Betfred, Unibet, 10bet, QuinnBet, Betway, Betfair, BoyleSports, and others)coreAffiliate marketing partnerships with major UK and Irish betting operators. Partners provide promotional offers, free bet deals, and odds boosts featured on the platform. Platform drives customer referrals to betting partners through promotional sections and targeted offers. Estimated 182 total vendor/partner relationships referenced in cookie policy.
Scale indicators5 records
At The Races competitors and assessment
Company assessmentRegional players
- Equibase: Official North American horse racing data and statistics company providing race programs, results and analytics; comparable to ATR's data/predictive layer but operating in a different geography with industry-association backing.
- Daily Racing Form: Premier US horse racing media brand offering racecards, past performances, analysis and DRF Formulator data; comparable to ATR in product mix but serving the North American market rather than competing directly in UK/Ireland.
Direct peers
- Racing TV: UK horse racing subscription TV and streaming service covering British and Irish racing; competes head-on with ATR Player in live streaming and targets the same paid enthusiast segment with racecourse-produced content.
- Racing Post: UK horse racing media brand offering racecards, results, tips, news and analysis; the closest direct competitor to ATR in editorial coverage and audience, and a likely rival for the same Sky-affiliated distribution and betting affiliate relationships.
- Timeform: Long-established UK horse racing data, ratings and form-analysis publisher; comparable to ATR through its handicapping ratings (similar positioning to ATR Predictor / FormPlus) and shared professional handicapper audience.
- Sporting Life: UK-focused horse racing and sports media site providing free racecards, results, tips and live commentary; competes directly with ATR for the same hobbyist bettor audience and operates affiliate monetization to bookmakers.
Broad incumbents
- Sky Sports: UK pay-TV sports broadcaster and ATR's core broadcast partner (Sky Sports Racing); operates broadly across all major sports with horse racing as one vertical, and shares customer/audience overlap through the Sky Sports Racing channel.
- bet365: Largest UK/Irish online bookmaker with extensive in-house horse racing streaming, form data and editorial; listed ATR affiliate partner whose own media output competes for the same audience.
- Paddy Power: Major UK/Irish bookmaker that produces its own horse racing content, tips and streaming; comparable as a listed ATR affiliate partner and a vertically integrated competitor for racing bettor mindshare.
- Betfair: Major UK/Irish betting operator with its own media, odds comparison and racing content surfaces; comparable as both a listed ATR affiliate partner and a broader player whose own media properties compete for racing attention.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
At The Races social profiles
Digital presenceAt The Races financial estimates
Financial estimateRevenue estimate
Valuation estimate
At The Races leadership team
Management profileNumber of profiles
At The Races funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
At The Races M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about At The Races
What does At The Races do?
At The Races is a UK-based digital horse racing media platform that delivers live race streaming (ATR Player), racecards, results, expert tips, replays, and predictive form analysis to racing fans. The site operates as the digital extension of Sky Sports Racing and monetizes through a £9.99/month streaming subscription, display advertising, and affiliate commissions from major UK and Irish bookmakers.
Is At The Races a public or private company?
At The Races is a private company. It is classified as unknown and is currently operating.
When was At The Races founded?
At The Races was founded in 2000. It employs 51 to 100 people.
Where is At The Races based?
At The Races is headquartered in London, United Kingdom, in the Europe region.
How does At The Races make money?
Three revenue lines are on record. ATR Player Subscription is the primary driver. The others are affiliate/Betting Partner Commissions and advertising Revenue.
Who are At The Races's main competitors?
Regional players on record are Equibase and Daily Racing Form. Direct peers are Racing TV, Racing Post, Timeform and Sporting Life. Broad incumbents are Sky Sports, bet365, Paddy Power and Betfair.
Does At The Races have an API?
No public API is recorded for At The Races.
What industry is At The Races in?
At The Races's product category is Horse Racing Media & Streaming. Its primary akta.pro industry code is MPAEADAF, Horse Racing Media, Data & Handicapping Content, with a secondary code of MPAKAOAH, Sports Data-Driven/Interactive Streams (Stats Overlays, Alternate Feeds). Its NAICS code is 71121 and its SIC code is 7900.