SIS expands into the numbers game with 49’s takeover 

Sports Information Services (SIS) has confirmed that it has acquired the full shareholding of daily live draws and virtual horseracing operator 49’s Limited (www.49s.co.uk).  

Reaching an agreement with co-owners GVC Holdings and William Hill, SIS will take over the full management of the 49’s daily live draws and virtual horseracing brands Portman Park, Sprint Valley, and Steepledowns, as well as virtual greyhounds from Brushwood and Millersfield. 

Updating the market, SIS management informed that the acquisition of 49’s assets will expand the product range offered by its 24/7 live betting content services. 

Branding the 49’s as a ‘perfect strategic fit’ Richard Ames, CEO at SIS, said: “49’s has a long history of supplying high quality, market-leading content to UK and Irish bookmakers and the product range is much loved by consumers.

“Over recent years, SIS has successfully extended the brand worldwide and it makes perfect sense to now take the further step of acquiring the business. We have great plans for the brands and will announce shortly a range of new and extended products as part SIS’ numbers product strategy.”

SIS will now move to revamp the 49’s virtual sports offering, in addition to developing new live lotto draw formats which will be broadcast across its global live 24/7 wagering channels.   

Mike Jones, Chairman of 49’s Limited, said: “We’ve worked in partnership with SIS for the last 20 years and they are uniquely positioned to be able to further expand the 49’s brand internationally. We look forward to seeing how they build on the excellent work the team has done over the last few years to position 49’s as a leading numbers product.”