SBC News Voice of the Sports Betting Industry
bet365 has partnered with SIS (Sports Information Services) to bring fixed-odds horse racing wagering to a licensed sports betting platform in the US for the first time.
bet365’s first made its US debut in New Jersey back in 2019, and now also operates in Kentucky, Louisiana, Virginia, Ohio, Iowa, Colorado and most recently Indiana through a partnership with the French Lick Resort last month.
The new deal will see bettors in Colorado be able to gamble on SIS’ range of global horse racing content through bet365.
SIS Content Services Vice President, Michele Fischer, 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.”
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,” added Colorado Horsemen’s Association President Kim Oliver.
This launch represents a pivotal moment for our group.”
Last week SIS 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.
