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SIS and bet365 launch fixed odds horse racing in Colorado

21 Feb 2024

(PRESS RELEASE) -- SIS Content Services, part of the SIS (Sports Information Services) Group, the leading content supplier of 24/7 live betting services, has agreed a landmark deal with long-time operator partner bet365 Sportsbook & Racebook to deliver its global horse racing content to bettors in Colorado, bringing fixed-odds horse racing wagering to a licensed sports betting platform for the first time in the United States.

The approval of horse racing fixed-odds wagering on Colorado sportsbooks will aid the sport attracting a wider range of casual bettors, who will be offered the same type of betting as all other sports. It 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.

Boasting round-the-clock betting opportunities, SIS provides a comprehensive horse racing portfolio of nearly 140 international and domestic racetracks. The upcoming highlights include the Saudi Cup day on 24 February where top American horses will compete for US$33.5 million in purses, and then travel to the Dubai World Cup meeting on 30 March to vie for US$30.5 million in purses. Along with coverage of the world’s richest horse races, year-round racing is available from 14 countries, including Ireland, Australia, Chile, Argentina, Uruguay, and the United States.

SIS delivers sportsbooks an end-to-end horse racing solution, including live-streamed video with betting triggers, race day data, and an extensive range of markets and odds prices to provide seamless betting experiences.

Michele Fischer, Vice President, SIS Content Services, said: “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.

“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. Horse racing provides sportsbooks with exciting year-round 24/7 content throughout the world. It will take time in the US, but I expect that more sports wagering operators and states will include horse racing on their sports catalogs.”

Shannon Ruston, Executive Director of Operations & Racing at Bally's Arapahoe Park, said: “We are thrilled to be able to put horse racing on Colorado sportsbooks for fixed-odds wagering. Working with SIS, we crafted a commercial framework that benefits local racing, while giving sportsbooks access to thousands of races. Our belief is that this development will secure a better future not only for Arapahoe Park, but also for the racing ecosystem as a whole in Colorado.”

Kim Oliver, President of the Colorado Horsemen’s Association, said: “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.”

A bet365 spokesperson, said: “The introduction of fixed odds horse racing betting is sure to have a positive impact in Colorado. We have seen the popularity of fixed odds betting in horse racing in other markets, and as sports betting becomes more ingrained across the US, it will certainly provide a boost to engagement.”
 
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