SIS and BET 365 launch fixed odds horse racing in Colorado
Provides sports bettors exciting new content and raises horse racing awareness
February 21, 2024
SIS, a leading provider of 24/7 live betting services, has announced a groundbreaking partnership with long-time operator bet365 to introduce fixed-odds horse racing wagering to the Colorado sports betting market. This marks the first time such a service will be available in the United States, offering an exciting opportunity for both seasoned bettors and newcomers to experience the thrill of horse racing in a new way.
The approval of horse racing fixed-odds wagering on Colorado sportsbooks is poised to revolutionize the betting landscape by attracting a wider range of casual bettors. This development is not only positive news for enthusiasts but also for key stakeholders in Colorado’s racing industry, including Bally’s Arapahoe Park and the Colorado Horsemen’s Association, as a portion of the turnover will be directed back to support local horse racing initiatives.
SIS’s comprehensive horse racing portfolio comprises nearly 140 international and domestic racetracks, offering round-the-clock betting opportunities. Highlights include prestigious events such as the upcoming Saudi Cup day on February 24th, featuring top American horses competing for US$33.5 million in purses, followed by the Dubai World Cup meeting on March 30th, boasting US$30.5 million in purses. With coverage spanning 14 countries, including Ireland, Australia, Chile, Argentina, Uruguay, and the United States, SIS ensures a diverse and engaging betting experience for enthusiasts worldwide.
Michele Fischer, Vice President of SIS Content Services, expressed her enthusiasm for the launch, stating, “The introduction of fixed-odds horse racing betting on Colorado sportsbooks is a significant milestone for the sport, placing horse racing on equal footing with other sports in the betting arena. We believe this will attract a new fan base and generate additional revenue for our racetrack partners, ultimately contributing to the growth of the racing industry.”
Shannon Ruston, Executive Director of Operations & Racing at Bally’s Arapahoe Park, emphasized the positive implications of this partnership, remarking, “We are thrilled to collaborate with SIS to bring fixed-odds wagering on horse racing to Colorado sportsbooks. This development not only benefits local racing but also strengthens the racing ecosystem as a whole in Colorado, ensuring a brighter future for all stakeholders.”
Kim Oliver, President of the Colorado Horsemen’s Association, echoed this sentiment, stating, “Fixed-odds betting represents a new revenue stream and increased exposure for horse racing in Colorado. We are committed to fostering the economic viability of the sport for owners and trainers, and this launch marks a pivotal moment in achieving that goal.”
A spokesperson for bet365 expressed confidence in the positive impact of fixed odds horse racing betting in Colorado, noting, “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.”
The launch of fixed-odds horse racing betting in Colorado represents a significant step forward for the industry, offering bettors an exciting new dimension to their wagering experience while supporting the growth and sustainability of horse racing in the region.
