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bet365 and SIS Bring Fixed Odds Horse Racing to Colorado

SIS Content Services and bet365 have collaborated to introduce fixed odds horse race betting content to Colorado, marking the first instance in the US. This partnership is poised to revolutionize horse race wagering, attracting new audiences and enhancing the overall betting experience while benefiting local racing industries.
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Branimir Ivanov | Senior News Contributor

Updated: Feb 23, 2024

bet365 and SIS Bring Fixed Odds Horse Racing to Colorado

Live betting content provider SIS Content Services has forged a groundbreaking partnership with bet365 to introduce fixed odds horse race wagering content to the state of Colorado. This collaboration marks the first instance of fixed odds on horse racing being featured on a licensed sports betting platform in the United States, according to an SIS news release.

The seamless transition to this new offering comes on the heels of a successful three-year partnership between SIS and bet365, laying a robust foundation for this innovative venture.

The introduction of fixed odds horse racing betting in Colorado is poised to ignite a surge of interest in horse race wagering. A spokesperson from bet365 expressed optimism about the impact of this development, stating, “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.”

Michele Fischer, Vice President of SIS Content Services, emphasized the significance of this milestone, noting that fixed odds will not only level the playing field for horse racing but also attract a fresh audience. Fischer remarked:

 

“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 sentiment was echoed by stakeholders in Colorado's horse racing industry, including Shannon Ruston, Executive Director of Operations & Racing at Bally's Arapahoe Park. Ruston expressed enthusiasm about the collaboration, highlighting its potential to benefit local racing while providing sportsbooks with access to a plethora of races. Kim Oliver, president of the Colorado Horsemen’s Association, emphasized the significance of fixed-odds betting as a revenue generator and a means to bring the spotlight back to horse racing in the state.

SIS Content Services is renowned for its comprehensive horse racing solutions, offering live-streamed videos with betting triggers, race day data, and odds prices. With approximately 140 international and domestic racetracks in its portfolio, SIS caters to a global audience of racing enthusiasts. Notable upcoming events include The Saudi Cup and the Dubai World Cup, where top talents from around the world will vie for substantial prize money.

 

The Conclusions

Beyond these prestigious races, SIS provides year-round racing action from 14 diverse nations, including Chile, Ireland, Argentina, and the United States. The expansion of fixed odds horse racing wagering to Colorado represents a significant step forward for the industry, promising to enrich the racing ecosystem and enhance the overall betting experience for enthusiasts in the state.

As SIS Content Services continues to push the boundaries of innovation in the realm of horse racing betting, the partnership with bet365 signifies a landmark moment in the evolution of sports betting in the United States. With the introduction of fixed odds, Colorado residents can look forward to an enhanced and immersive wagering experience, further solidifying the state's position as a hub for sports and entertainment.

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