Betting content provider SIS to be auctioned with starting price of £200m


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Carl Hughes Betting Expert

Updated:February 23, 2023

It has been announced that Sports Information Services (SIS), a UK provider of content and information services to betting sites, will be looking for a suitable buyer. The company, which is one of the leading providers of sports betting content, will be sold at an auction, with the starting price determined at £200m. It is believed that all stakeholders in the company, which include some of the biggest UK betting providers, have agreed that it is time for the company to change hands.

SIS is a big name in the betting industry, not only in the UK but also worldwide. The majority of UK betting sites would use one or more services provided by SIS when it comes to live 24/7 horse racing content, greyhound racing, and a variety of other live sporting and esports events. The company also offers information and data services, live commentary, and advanced technologies for improving in-game betting and gaming experience.

SIS was founded in 1986 but is currently partially owned by Entain, the company behind popular UK betting sites Ladbrokes and Coral. The founder of betting site Betfred, Fred Done, also owns shares in the company. Other involved parties include financial investment firm Caledonia Investments, and bookmaker William Hill, which is part of 888 Holdings. The UK Tote Group, the group behind the oldest British pool betting operator, also owns 6% of SIS shares.

It is understood that SIS shareholders have now approached Oakvale Capital, a specialist company which provides advice and services to sports and gaming businesses. In the first instance, Oakvale Capital will gauge interest from any prospective buyers, and will thereafter handle the sales process. According to industry experts, the auction has already attracted strong interest from various parties, including strategic and financial bidders. SIS has not yet made a press release in relation to the potential sale.

The time of the announcement coincides with another important news from the betting world. Less than a fortnight ago, US betting giant MGM announced that it has no plans to make further acquisition bids for SIS co-owner Entain. Entain and MGM have a very successful joint venture in the US – BetMGM, and since MGM tried to acquire Entain for £8bn two years ago, industry experts were adamant that a new bid would soon be made. Entain shares plummeted at the news, but have now slowly recovered. It may be the case that Entain had been stalling a potential sale of SIS in order to maintain its shares in the company as an asset for an eventual acquisition by MGM, and now that this is no longer a factor, offloading SIS would bring in a cash influx.

In the several months prior to the sale, SIS has been very active in its growth and global expansion. For example, in December 2022, SIS partnered with leading betting site bet365 in order to provide state-of-the-art services to bet365’s customers in New Jersey. As part of the deal, SIS agreed to provide high-quality, latency-free, seamless 24/7 live streaming of esports and competitive gaming events. SIS also consolidated its presence on the Malta betting market for the first time through a partnership with IZIBET, and significantly expanded its customer reach through a partnership with BetConstruct which saw SIS providing the B2C betting technology and services provider with 24/7 Live Racing content and information. At the beginning of February 2023, Entain also extended its partnership with SIS by signing a long contract for the provision of live horse racing content and other services.

The success of SIS is not surprising as the company prides itself on its unbeatable portfolio of services and excellent customer support. According to the company, its mission is to “maximise value for bookmakers by creating short-form betting events with a betting event every 3 minutes”. With former head of Hornby Richard Ames leading the company, SIS has established itself as a trusted and reliable partner and the go-to supplier for betting sites in the UK and globally. While continuing to offer traditional services as horse racing and greyhound racing content and information, SIS has ventured into the most current cutting-edge technology of competitive gaming with a state-of-the art studio and technology that provides an unparalleled customer experience. With trained referees, live content, and advanced features such as in-game triggers and offers and advanced live feeds, SIS is often considered the leader in a newly-emerging field of esports and competitive gaming betting content.

With this in mind, the fact that a lot of parties and interested in taking ownership of SIS was more than expected by industry experts. We will follow the auction and the company’s future with interest and will report any further developments in our blog.

About the author

Carl Hughes


Carl Hughes


Carl Hughes is a leading expert on sports and casino betting. Carl began his career with a BSc in Sport, Exercise and Health Sciences from the University of Birmingham before working within the industry for some of the bigger names (GVC and Bet365) and has been praised as being "a leading sports betting commentator".