In an era when most horse racing is only available behind the most expensive paywall in the business, SportNation.bet has done a deal with picture provider SIS to become the first SBTech sportsbook to offer live streaming of horse and greyhound racing.

To watch live racing, existing customers just need to login, while new customers will need to register for an account. However, all available races can be watched without the need to place a bet - a positive in many respects, and welcomed as we approach the start of Responsible Gambling Week on Thursday, November 7.

10,000 Races On New Free Live Stream

SportNation.bet's new live stream service will not be showing British or Irish horse racing, but it will have 33,000 live greyhound races from UK and Irish tracks, and more than 10,000 live horse races from Europe, the US, and the UAE.

This live stream taps into SIS's International horse racing feeds, so will be giving customers action from the likes of Meydan, home of the Dubai World Cup, Spain, Italy, Germany, many US tracks, and some in Latin America too.

Phil Bell, Commercial Director of SportNation's parent company Argyll Entertainment, said: "We are delighted to become the first operator on the SBTech platform to offer live streaming of major international racing and domestic greyhound racing to our customers.

"Given the top class international racing action on the horizon, the deal comes at the right time to ensure our customers have the best possible experience when it comes to being able to watch both horse and dog racing from around the world at any time, which is key for our continued expansion into territories where racing's popularity remains high."

SportNation's move comes as the firm launches a new above the line marketing campaign in Ireland, focusing on racing customers.

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Why Is A Free Live Stream News?

Since Racing UK took over the live pictures of Irish horse racing from At The Races, and the channels rebranded as Racing TV and Sky Sports Racing, horse racing fans have been struggling.

The costs of watching Sky Sports Racing at home were low, the channel coming as part of most basic Sky packages. However, a subscription to watch Racing TV is an additional cost per month or annum, whatever television package you have.

Diehard horse racing fans have coughed up to Racing TV, which now houses the majority of British horse races as well as all of Ireland's, but the alternative for others is bet-to-watch.

Virtually all bookmakers now have a British and Irish live streaming service on their websites, which can be accessed by betting on the race you want to watch. Terms vary, but punters can expect to be asked to bet at least £1/€1 to watch each race.

Live racing is of course still free to watch in bookmakers' high street shops, on ITV Racing most weekends in the UK, and in pubs and clubs who pay for subscriptions, but if you want to watch races at your leisure, particularly Irish racing, the costs keep on rising.

SportNation is not offering free live streaming of British and Irish racing, but it is at least offering that service for some horse racing, and a plethora of greyhound racing too.