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 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 in 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 $33.5m in purses, and then travel to the Dubai World Cup meeting on 30 March 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 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 catalogues.” 

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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