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Sports Information Services Group company SIS Content Services has struck a deal with bet365 to deliver its horseracing services to bettors in Colorado. The deal will see SIS’ live betting services come to the Centennial State, bringing fixed-odds horserace betting to a licensed platform in the US for the first time.
The deal hopes to bring additional interest to horseracing in Colorado while benefitting state stakeholders. This includes Bally's Arapahoe Park and the Colorado Horsemen’s Association, due to a portion of earnings being redirected to horseracing in Colorado.
SIS offers close to 140 races both in the US and around the world, with upcoming races including the Saudi Cup on 24 February. SIS also covers year-round races from over a dozen countries, including Chile, Ireland and Australia, as well as the US.
Much like SIS, bet365’s offerings are international. The company recently made deals in the Netherlands and Greece with MGA Games and Light & Wonder respectively, with bet365 also going live in Iowa, Indiana and Louisiana since June. Owned by Denise Coates, the family were the third highest taxpayers in the UK in 2023, paying £580.5m ($736.3m). The company also reported £3.39bn in revenue, however still reported an operating loss of £24.5m.
On the launch, VP, SIS Content Services Michele Fischer said: “The launch of fixed-odds horseracing betting on Colorado sportsbooks puts horseracing 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 horseracing audience and I commend the Colorado horseracing stakeholders, Colorado Division of Gaming and bet365 for their vision and support.”
Colorado Horsemen’s Association President Kim Oliver added: “We are committed to ensuring that horseracing 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 horseracing. This launch represents a pivotal moment for our group.”
Finally, a bet365 spokesperson said: “The introduction of fixed odds horseracing betting is sure to have a positive impact in Colorado.”
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