TPD teams up with SIS to expand in-running racing odds internationally

Total Performance Data (TPD) has agreed a partnership with Sports Information Services (SIS) to widen the availability of its in-running odds product across a number of international racecourses, the companies announced on Monday 2 June.

The deal will allow bookmakers already using TPD’s in-running feed, including Boylesports, Bet Victor, Entain, Sky Bet and William Hill, to offer in-play betting markets on a broader range of overseas racing fixtures.

New markets added

Initial venues covered under the agreement include tracks operated by Racing Victoria in Australia, such as Flemington and Caulfield, along with racecourses in Germany and South Africa. TPD said further international tracks are expected to be added in future. The addition builds on its existing in-running coverage of UK, US and Canadian racing, giving the company what it describes as comprehensive global reach for in-running horse racing odds.

TPD’s system combines GPS tracking data with AI-based pricing models to generate live odds for every horse throughout a race. The companies said the expanded coverage is intended to boost betting turnover for racecourses, strengthen bookmakers’ racing products and create new engagement formats for bettors.

Industry comment

John McBroom, commercial director at TPD, said the partnership marked progress towards automated in-running betting becoming a standard feature of global racing, building on the firm’s existing presence in the UK, US and Canada and extending its data-driven pricing to further major international venues.

Conall McSorley, head of racing at SIS, said the collaboration would help bring dynamic, data-led in-running odds to a wider range of prominent racing markets, adding to the value on offer to operators and to the overall betting experience for racing fans globally.

TPD supplies live horse racing tracking, timing and performance data to racecourses, sportsbooks and media organisations across more than a dozen countries and over 100 tracks. SIS has provided live pictures and data to the betting industry for more than 35 years, supplying racing, esports and numbers-draw content to customers in over 50 countries.