bet365 and SIS Introduce Fixed Odds Horse Racing in Colorado

SIS Content Services, a division of the globally recognized content provider SIS (Sports Information Services), has finalized a significant agreement with bet365, a tier one operator in the igaming sector, to offer its extensive horse racing content to the Colorado betting market. This initiative marks the first introduction of fixed-odds horse racing betting on a licensed sports betting platform in the United States, signifying a pivotal development in the industry.

This innovative offering in Colorado is set to broaden the appeal of horse racing, attracting a more diverse audience of bettors by aligning the betting format with that of other major sports. The move is anticipated to benefit various stakeholders within Colorado, including Bally’s Arapahoe Park and the Colorado Horsemen’s Association, as a portion of the betting turnover will support local horse racing initiatives.

SIS boasts a rich portfolio of horse racing content, covering nearly 140 racetracks worldwide. Key events include the prestigious Saudi Cup day on February 24th, featuring top American horses competing for a purse of US$33.5 million, followed by the Dubai World Cup meeting on March 30th, with US$30.5 million in prizes. The year-round coverage spans 14 countries, offering races from Ireland, Australia, Chile, Argentina, Uruguay, and the United States, among others.

Through this partnership, SIS provides sportsbooks with a comprehensive horse racing package, encompassing live-streamed video, betting triggers, race day data, and a wide array of markets and odds. This collaboration between SIS and bet365 is set to enhance the betting experience for Colorado’s bettors, offering a seamless integration of international horse racing content into the local igaming landscape.

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 catalogs.”

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.”