OpenBet has confirmed that it will provide official pricing and odds on Professional Bull Riders events.
The sports betting tech provider has struck a deal to provide betting odds on its fellow Endeavor-owned business to allow the Professional Bull Riders to pursue opportunities around legal sports betting in the US.
“We are delighted to work with one of Endeavor’s most exciting sports properties and deliver official pricing and odds for PBR fans, players, and sportsbooks for the first time,” said Don Jaques, Vice President of Strategy at OpenBet.
“By building official algorithm and data-driven pricing and markets, we will enhance the PBR betting experience, and help drive reach and fan engagement.”
Also as part of the deal, OpenBet has reached an agreement with ALT Sports Data to provide affiliate marketing services to PBR, enabling fans to find regulated and legal sportsbook sites.
PBR 2023 has played host to over 775k fans across its US tours this year and has enjoyed 30 sold-out events during the season.
The PBR Team Series will open its second season at the end of this month, and with OpenBet’s support, PBR fans will now be able to bet on their favorite riders throughout the series.
“PBR betting is now approved in 11 states, providing an untapped betting market for a sport with nonstop excitement and drama,” said Josh Baker, Chief Revenue Officer, PBR.
“Research shows PBR fans are 89% more likely to bet on sports than the general public. Until now, those setting the odds for PBR have lacked the complete data and necessary understanding of the sport of Professional Bull Riding. Open Bet and ALT Sports Data solve that challenge, allowing PBR to enter an extremely viable market.”