SIS Content Services has signed a deal with its long-time partner bet365 to bring global horseracing content to Colorado players.
This deal marks the first of its kind in the US.
The agreement will offer horseracing fans throughout the state access to fixed-odds horserace betting on a licensed sports betting platform.
SIS Content Services VP Michele Fischer commented, “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 US, but I expect that more sports wagering operators and states will include horse racing on their sports catalogs.”
The arrival of fix-odds horserace betting could potentially bring in “a wider range of casual bettors, who will be offered the same type of betting as all other sports,” SIS said.
A bet365 representative also weighed in on the agreement and described this as an opportunity to increase fan engagement with the sport.
The spokesperson said, “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.”
