Total Performance Data (TPD) has cemented its position as a leading provider of horse racing analytics in the Middle East. With new partnerships at the Abu Dhabi Turf Club (ADTC) and Bahrain Turf Club, TPD is transforming how fans engage with the sport in the region. These partnerships are crucial to TPD’s strategic growth plan. They help TPD establish a more substantial presence in one of the fastest-growing horse racing markets.

Expanding in Abu Dhabi

The Abu Dhabi Turf Club recently signed a multi-year agreement with TPD. Under this deal, TPD delivers live and post-race performance data for every horse competing at ADTC. Spectators can view live running order graphics on racetrack screens, ensuring a more engaging and dynamic race-day experience.

Dayle Brown, Executive Racing Director of ADTC, stated, “We are pleased to announce our new collaboration with Total Performance Data. TPD shares our ambitious vision for continually identifying new ways to engage spectators while attracting new fans to the sport. 

“We aim to elevate the experience for local and international visitors to Abu Dhabi Turf Club and provide new and interesting insights for our global racing audience.”

Innovation in Bahrain

TPD has entered another multi-year partnership with the Bahrain Turf Club in Bahrain. Starting in November 2024, TPD will provide real-time timing and performance metrics for the new racing season.

TPD’s advanced data integration will benefit key events, including the $1,000,000 Bahrain International Trophy and the Crown Prince’s Cup. Large screens will display the metrics, and then shared online to boost fan engagement.

Yusuf Buheji, CEO of the Bahrain Turf Club, commented: “This exciting collaboration between the Bahrain Turf Club and TPD marks a significant step in our ambition to find new ways to engage our stakeholders and attract new racing fans. By leveraging TPD’s innovative technology, we aim to enhance the race day experience for our attendees and further elevate the profile of Bahraini horse racing on the international stage.”

Technology fuels fan engagement

A notable recent collaboration is New Zealand Thoroughbred Racing (NZTR) who announced a groundbreaking partnership with North American racing in January, gaming and entertainment powerhouse 1/ST. This is a move poised to revolutionise the global thoroughbred racing landscape.

TPD’s focus on real-time metrics aims to provide the ultimate absorbing fan experience. Fans can track live data during each race, including timing, speed, and running order. The post-race analysis also allows a more in-depth understanding of race strategies and horse performances.

Dynamic displays and personalised content are key to TPD’s successful approach. Fans can access custom updates like performance data for their favourite horses or jockeys. These developments hope to attract new audiences while keeping seasoned fans engaged.

By sharing data-driven content on social media, TPD is creating a vibrant community of horse racing enthusiasts.

This coincides with an announcement from the UK’s largest racing group, the Arena Racing Company (ARC), who have rebranded its main betting and content product. Previously known as ATR Markets, it is now called Racing1 Markets. This change is part of an international effort to revitalise horse racing.

Strategic importance of the Middle East

Thanks to significant investments in the sport, the Middle East has become a focal point for global horse racing. TPD now operates at six racetracks across the region, including venues in Saudi Arabia, Meydan, Bahrain, and Abu Dhabi.

Will Duff Gordon, CEO of TPD, highlighted the importance of these partnerships, emphasising, “We are delighted to extend our footprint in the Middle East by adding the Bahrain Turf Club to our client base. We’d like to thank the Bahrain Turf Club and the team there for choosing us and look forward to drawing even more attention to the quality racing at this ambitious racecourse.”

Racing into the future

Fans and spectators are promised a thrilling 2024-25 racing season. TPD’s pioneering technology will improve fan engagement by immersing them deeper.

, the Middle East will bolster its reputation as a global horse racing hub. Through these partnerships, TPD and its collaborators are shaping the future of horse racing, making it more accessible and thrilling for fans worldwide.

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