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SIS & bet365 launch fixed odds horse racing in Colorado

SIS & bet365 launch fixed odds horse racing in Colorado

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SIS Content Services, part of the SIS (Sports Information Services) Group, has agreed a landmark deal with long-time operator partner bet365 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.

SIS provides a comprehensive horse racing portfolio of nearly 140 international and domestic racetracks. The upcoming highlights include the Saudi Cup day on February 24th where top American horses will compete for $33.5m in purses, and then travel to the Dubai World Cup meeting on March 30th to vie for $30.5m 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 US.

Michele Fischer, VP SIS Content Services, says: “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.”

Shannon Ruston, Executive Director of Operations & Racing at Bally’s Arapahoe Park, adds: “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.”

A bet365 spokesperson concludes: “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.”