Betting Provider Entain Strikes a New Deal with SIS


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Carl Hughes Betting Expert

Updated:February 1, 2023

It has been announced that one of the leading UK betting site providers Entain has formed a new partnership with Milton Keynes-based sports information and content provider Sports Information Services (SIS). The announcement marks the third partnership SIS has formed in less than a month, and means that Entain will be able to provide first-class racing content to its sports betting customers.

The new partnership is mainly for the benefit of two of the Entain Group brands – Ladbrokes and Coral. Both bookmakers serve bettors through physical retail locations across the UK, and online betting sites which offer 24/7 betting experience from the comfort of the customers’ homes.

The partnership between Entain and SIS has been signed for a staggering period of 6 years, for live racing content (until December 2028) and 8 years for all other services (until December 2030). Naturally, if Entain is satisfied that its sports betting sites benefit from the collaboration, the partnership will continually be extended for as long as both companies are happy with it.

The initial periods of the partnership are indicative of the trust the two companies have in each other. SIS are a world-leading provider of racing content and few (if any) can match the products and services they offer. Entain Group, on the other hand, are one of the leading UK betting companies, and control Ladbrokes – the oldest UK casino, and Coral, which is a long-standing favourite of UK bettors. Entain already uses a number of SIS services across its betting sites and physical location, and has often been one of the first bookmakers to start offering new features and services released by SIS.

The content SIS will provide to Entain includes live horse and greyhound racing and will be streamed across both satellite and IPTV. As SIS have access to over 30,000 horse racing events a year, which take place on 5 different continents, Entain’s sports betting services will benefit from 24/7 high quality unique content that will meet the expectation of all their horse-racing customers.

Entain UK and Ireland Managing Director Andy Hicks commented on the new partnership:

“We’re offering a best-in-class experience through a combination of advanced broadcast production technology and content that fully satisfies our customers’ demand for exciting, high-quality, and regular betting opportunities.”

The news of the partnership between Entain and SIS comes after another announcement earlier in the week that SIS has formed a partnership with leading betting platform and technology provider BetConstruct. Several days prior to that, SIS struck a deal with South African bookmaker Jolibet. And back in December 2022, an excited new partnership was announced between SIS and bet365, which saw the two companies work together to provide state-of-the-art competitive eSports content to bet365 customers in New Jersey. SIS has not been secretive about its plans and ambitions to grow, develop, and expand globally. With the betting industry having almost fully recovered from the Coronavirus pandemic, the new deals mark a strong start for the company for 2023, especially through the new partnership with Entain Group and the large number of bettors SIS will reach through Entain’s UK betting sites.

Speaking about the new partnership, SIS Chief Executive Richard Ames said:

“As long-term partners, it is pleasing to be able to extend our provision to Entain of the SIS portfolio of premium racing content across all its retail premises. Entain has been an early adopter of our production technology solutions and we are very pleased to extend these arrangements for the long term.”

Horse-racing and greyhound-racing fans across the UK will be delighted with the new deal between Entain and SIS. SIS provide first-class sports content, including live picture of the highest-quality, data, information, statistics, on-screen graphics and betting triggers, and live commentary. Now is a great time to try all these by signing up to one of Entain’s sports betting sites – Ladbrokes, Coral, or Bwin, who all currently offer outstanding promotions for new customers. Ladbrokes and Coral have an introductory offer of “Bet £5 get £20 Free Bets”, and Bwin offer a “Get a £20 Backup Bet”.

Industry experts have also been wondering what such partnerships will mean for the potential of an Entain takeover by US-based betting giant MGM. A number of recent rumours suggest that MGM will try to acquire Entain once again, and is just awaiting the publication of the White Paper on UK gambling in order to gauge what potential changes will be made to the industry in the coming year. Partnerships such as the one between SIS and Entain may increase the value of the deal, especially if shown to improve acquisition and retention of customers, which it undoubtedly will due to the high quality of content provided by SIS. We will monitor the operations of both companies with interest and report any new developments here.

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".