SIS Content Services has agreed to deal with bet365 to bring fixed-odds horse racing wagering to a licensed sports betting platform in the U.S. for the first time.
Bettors in Colorado will be able to gamble on SIS’ range of global horse racing content through bet365.
“The launch of fixed-odds horse racing betting on Colorado sportsbooks puts horse racing on equal footing with other sports and hopefully attracts a new fan base and revenue for our racetrack partners,” said SIS Content Services Vice President, Michele Fischer. “This is a great first step in expanding the horse racing audience and I commend the Colorado horse racing stakeholders, Colorado Division of Gaming and bet365 for their vision and support.”
SIS, a supplier of 24/7 betting services, boasts a portfolio of 140 international and domestic race tracks including the Saudi Cup and Dubai World Cup, where American horses compete for $33.5 million and $30.5 million respectively.
According to the release, this deal also represents positive news for a range of Colorado stakeholders including Bally’s Arapahoe Park and the Colorado Horsemen’s Association as a portion of turnover is directed to Colorado horse racing.
The hope for stakeholders is that the offering of fixed-odds wagering on horse racing will attract a wider range of casual bettors to the sport who will be offered the same type of betting as all other sports
“We are committed to ensuring that horse racing in Colorado is economically viable for the participating owners and trainers, who are the backbone of the sport. Fixed-odds betting will produce a new revenue stream and exposure for horse racing. This launch represents a pivotal moment for our group,” added Colorado Horsemen’s Association President Kim Oliver.
Last week SIS Sports also announced a partnership with Genius Sports for SIS’ library of 150,000 live events to be made available to the data provider’s network of sportsbooks, which includes DraftKings and FanDuel.
