Major Merger Forms Largest Live Horse Racing Data Provider

Total Performance Data and tripleSdata have merged, establishing the largest global distributor of automated live horse racing performance data. This collaboration will serve racecourses, stakeholders, bookmakers, media, and racing enthusiasts worldwide.

The merger combines the resources and capabilities of TPD and tSd, positioning the unified company to supply live and post-race performance data from over 100 racetracks across 11 countries, every day of the year. The service will cover over 5,000 race days annually, featuring prestigious races such as The Breeders’ Cup, The Saudi Cup, The Dubai World Cup, and others, encompassing $150 million in prize money.

This extensive data availability enables racing fans to access live and post-race tracking information, providing context to the performances of leading thoroughbreds. Additionally, TPD’s innovative automated in-play odds will be accessible for racecourses worldwide, allowing fans to place bets on these high-profile events even after they have started.

A key factor in TPD’s strategy has been to generate new revenue streams for racecourses, a goal that has been realized with over £50 million wagered on their in-play odds. Major betting operators such as Entain, Sky Bet, William Hill, Bet Victor, and Boylesports utilize these automated, AI-driven live odds.

With the merger, tSd’s founders, Carlos Santo and Sebastian Scholz, will join the TPD Board and contribute to the management of a global team exceeding 40 professionals. The company, with offices in London and Sydney, will see Brad Higgins focusing on sales in the APAC region, while John McBroom will oversee global sales initiatives. The team is set to grow, adding more engineers, data scientists, and AI experts, including a new sensor fusion division specializing in computer vision to advance racing insights further.

Will Duff Gordon, CEO of TPD, commented: “We are extremely pleased to welcome the passionate and determined tripleSdata team to create a global champion of racehorse tracking and revenue generation. We are aware that today’s consolidated bookmakers seek the maximum amount of product from each partner, and we’re pleased to add three more countries of top-class racing to the existing eight.

“The scale of the combined company unlocks the level of investment and expertise that racing needs to tell its story through advanced data. The effort to bring live racing from 12 time zones across 11 countries on five continents for 24/7 live action is testament to the partnerships built by TPD and tSd with the likes of Arena Racing Company, Equibase, Sky Sports Racing, At The Races, Emirates Racing Authority, Ascot, Australian Turf Club, Racing New South Wales, Racing Queensland, Racing Victoria, Racing South Australia, Singapore and Auckland Thoroughbred Racing.

“As with all industries and sports, the sport of horse racing is having to compete hard for attention. TPD and its racecourse partners share a vision that the tracking content can make the sport more appealing, and in the process make betting more fun. With multiple updates per second on speed, position and stride the goal remains to lift the lid on how horses run in order to engage a new generation of data-hungry sports fans. We are confident this deal goes a long way to achieving that goal.”

Carlos Santo, CEO of tSd commented: “This merger brings together two visionary companies dedicated to pushing the boundaries of possibilities through technology and poised to unlock new opportunities and expand our product offerings.

“This marks the beginning of an exciting journey. Together, we will continue to innovate, adapt, and thrive in an ever-evolving landscape, delivering unmatched data solutions and experiences to our customers and stakeholders in the racing and wagering industries.”

Sebastian Scholz, CTO of tSd commented: “We are thrilled about this landmark merger and eagerly anticipate the incorporation of the two development teams from Total Performance Data and tripleSdata.

“This merger is not just a joining of forces; it’s a catalyst for ground-breaking product development. We are poised for significant growth, aiming to expand our teams in the realms of artificial intelligence and machine learning, cloud-based applications, equine welfare, sensor fusion, computer vision, in-play betting, and graphics applications.”

TPD Chairman, Eamonn Wilmott, commented: “In over 40 years of doing M&A deals, I have to say this was one of the most obvious fits I’ve ever seen.

“Carlos and Sebastian have built an amazing company, and we are delighted to join forces together. They care passionately about the future of racing, and we will all work together to help drive maximum revenues back into the sport. From the very first conversations through negotiations and due diligence, they have been an absolute pleasure to work with and we are all extremely excited about the future we can now build together.”