bet365 and SIS launch fixed odds horse racing in Colorado

bet365 has become the first sportsbook in Colorado to launch fixed odds horse racing wagering through a partnership with Sports Information Services (SIS).

The landmark deal will see SIS Content Services deliver its global horse racing content to bettors in Colorado, providing coverage from nearly 140 international and domestic racetracks, including races in Ireland, Australia, Chile, Argentina, Uruguay, and the United States.

SIS will provide sportsbooks with 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.

“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,” said SIS Content Services vice president Michele Fischer. “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.”

Bally's Arapahoe Park executive director of operations & racing 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.”

Colorado Horsemen’s Association president Kim Oliver commented: “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 added: “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.”