there is a high skew towards soccer, tennis, football, basketball as some of the main contributors. In the UK, there's more of a horse racing skew than there would be in some other territories, but typically if you were to blend that map across the world in terms of revenue split you would be looking at soccer, tennis, and basketball too.
Ten there are hotspots where culturally other sports are very important like cricket in the UK, South Africa, and Australia. For us, it's important to have a portfolio that has a critical mass of attractive content from both masthead properties which are appointment to view. Of course, there are the big football leagues and tennis competitions like the Grand Slams that we work with, where a consumer is going to be engaging with that content because it's the leading competition within the sport.
It's also critical for us to have a portfolio of events that offer breadth and volume in different time zones. Last year, we announced a deal with Football Australia which has just gone live and is going well and with the APL, the Major Men’s and Women's Professional League in Australia. Yes, the deal is about the value of the content, but being based in Australia, the timing of that property and competition within our portfolio works well from a coverage and breadth point of view.
Is there a gap in our portfolio for content which times well and offers us breadth in association with the league that we think is beneficial to our brand and how we're interacting with our customers? Crucially, does it give us those sports and competitions across the content ecosystem where sportsbooks typically see most of their customer spend going? Tose are some of the considerations in the decisions that we're making.
And when these deals are struck, are they typically up for tender? Or does on party approach the other?
It's a variety. We see these relationships forming in several ways. Sometimes there will be a natural coming together through a different part of our company’s ecosystem. Te Endeavor network effect is what we call it. You have the UFC and WWE through TKO, as well as WME, the talent agency very much focused around entertainment, but then IMG ARENA operating within sports as well.
Tere are a lot of interactions constantly taking place with rights holders so it's only natural for us to be talking with those rights holders about different areas of our business, including what we're doing in sports betting and fan engagement. Tese are conversations we're frequently having with every rights holder worldwide within Endeavor, IMG ARENA and OpenBet.
Sometimes those deals come together organically because the fit is fantastic from the get-go, whilst other times sports rights holders will be throwing it open to the market to see what the different offerings are and, in those instances, we're happy to compete where we need to or happy to put in bids and so forth. I'd say it's a variety of different approaches.
WIRE / PULSE / INSIGHT / REPORTS P89
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