News Corp places bet on racing publisher

Lindsay Bennett
By Lindsay Bennett | 5 October 2016 started off as a blog in 2008 [Image: Punters]

News Corp is placing its bets on digital racing publisher and will acquire the site ahead of the Spring Carnival season. 

The website, aimed at horse racing enthusiasts, provides news, analysis and a digital form guide. The site boasts a monthly audience of 375,000 unique visitors and has reported significant growth since it launched as a blog in 2008.

News Corp CEO Michael Miller says Punters has attracted a new generation of racing enthusiasts.

“We have a long and rich history with Australia’s racing, sports and wagering industries,” Miller says.

“The acquisition of Punters deepens News Corp’s commitment to Australia’s $6 billion horse racing industry and provides our 16 million monthly audience with an even more complete and integrated fan experience."

punters website

The Punters website

The deal reinforces News Corp’s focus on the wagering category, which was flagged by News Corp managing director metro and regional publishing Damian Eales earlier this year.

Eales recently brought on group director of wagering Simon Anderson to spearhead plans to monetise Australia's national love of horse racing and punting.

Punters CEO Luc Pettett says company began as a disrupter in the punting industry and that wouldn’t change now it is tied to News Corp.

“When we started Punters eight years ago we set out to challenge how horse racing was being represented, while respecting its history and traditions," he says.

“With our dynamic young team, we’ve pushed the boundaries and created a product that is unlike any other in the Australian horse racing landscape.” 

News Corp did not release details of the acquisition.

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