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SIS, bet365 Ink Deal To Launch Fixed-Odds Horse Race Wagering In Colorado

Written By Tebearau Egbe on February 23, 2024
Horse Race At Arapahoe Park In Colorado

Live betting content provider SIS Content Services will be delivering fixed odds horse race wagering content to Colorado through a partnership with bet365.

It’s the first time fixed odds on horse racing will be featured on a licensed sports betting platform in the United States, according to an SIS news release. Notably, both parties were in a three-year partnership before this deal, making this new footing seamless to achieve.

Introducing fixed odds could boost interest in Colorado horse race betting

“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,” a bet365 spokesperson said in the SIS release.

Vice President of SIS Content Services Michele Fischer said the fixed odds on horse racing will not only level the playing field for horse racing in comparison to other sports but also hold the promise of cultivating a fresh audience. 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, the 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 catalogs.”

Colorado horse racing stakeholders welcome new initiative

This development could also benefit the state’s stakeholders, like the Colorado Horsemen’s Association and Bally’s Arapahoe Park, as it relates to horse racing in Colorado. Executive Director of Operations & Racing at Bally’s Arapahoe Park Shannon Ruston 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, added that this innovation will also be a great medium for revenue generation. Oliver also mentioned the importance of bringing the spotlight back to horse racing:

“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.”

SIS offerings cut across international domain

SIS delivers end-to-end horse racing solutions, which include live-streamed videos with betting triggers, race day data and odds prices. At the moment, it has about 140 international and domestic racetracks.

These racetracks include some that accommodate The Saudi Cup scheduled for Feb. 24, a stage where American talents will contend for $33.5 million in prize money. Following this spectacle, will be the Dubai World Cup gathering on March 30, where $30.5 million awaits challengers.

Beyond the glitz of these opulent races, enthusiasts can indulge in year-round racing action from 14 diverse nations:

  • Chile
  • Ireland
  • Argentina
  • United States

It’s important to note that New Jersey was the first state to provide fixed odds on horse racing at Monmouth Park.

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Tebearau Egbe

Tebearau Egbe has written about gambling for more than four years. She has a Master's degree in philosophy and possesses a unique ability to dissect complex industry developments, distilling them into insightful narratives for readers.

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