SIS Content Services reached an agreement with bet365 to deliver global horse-racing content for fixed-odds wagering to bettors in Colorado.
Fixed-odds horse wagering was approved by Colorado authorities in November for a two-year period.
Michele Fischer, vice president of SIS Content Services, said in a news release, “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 U.S., but I expect that more sports wagering operators and states will include horse racing on their sports catalogs.”
SIS Content Services is a unit of the SIS Group, which provides a racing portfolio of nearly 140 racetracks in 14 countries, including Ireland, Australia, Chile, Argentina, Uruguay and the U.S..
The agreement has the support of Bally’s Arapahoe Park, Colorado’s only live horse-racing track.
“We are thrilled to be able to put horse racing on Colorado sportsbooks for fixed-odds wagering,” Shannon Ruston, executive director of operations and racing for Arapahoe Park, said in the release. “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.”
Calling the launch of fixed-odds wagering in Colorado “a pivotal moment,” Kim Oliver, president of the Colorado Horsemen’s Association, said in the release, “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."
