Altenar and Racing and Sports join forces to bolster the horse racing industry

(AsiaGameHub) –   Australian-listed company Racing and Sports has confirmed a new partnership with sportsbook and iGaming platform provider Altenar.

This agreement represents the final stage of a relationship spanning several years and a major advancement for distributing racing content on worldwide sportsbook platforms.

The announcement coincides with increasing demand for premium, integrated racing products. This trend is evident in markets like the UK, where, despite current challenges, horse and greyhound racing continue to be essential parts of the betting landscape.

For Altenar’s growing operator network, the collaboration signals a strategic change in its approach to the racing vertical, with Racing and Sports enlisted to provide a comprehensive, end-to-end solution.

During an 18-month collaboration, the partners worked to outline the ideal modern racing product, carefully weighing content depth, integration simplicity, and commercial performance.

The outcome, according to the companies, is a unified offering that merges official data, editorial content, and pricing services via one single integration.

“After a relationship that has developed over many years, we are tremendously proud to officially partner with Altenar,” stated Jack Kelliher, Commercial Director at Racing and Sports.

“Ever since we established our UK operations, we were confident that Altenar was a company we could generate significant value alongside.

“This is far more than simply incorporating racing content for Altenar. It is about equipping their partners with a more robust, commercially competitive product in a market where racing is indispensable.”

Thanks to direct agreements with major rights holders such as Racecourse Media Group (RMG), Arena Racing Company (ARC), PMU, SIS, and 1/ST Content, the integration offers access to a wide array of official racing data and content in numerous jurisdictions.

Altenar to strengthen sportsbook offering

From Altenar’s viewpoint, this initiative is part of a broader plan to enhance its sportsbook offerings within crucial verticals.

Antonis Karakousis, Director of Operations at Altenar, commented: “This partnership signifies a key milestone in Altenar’s strategy to expand our racing content portfolio.

“Racing and Sports contributes profound expertise in horse racing and greyhounds, positioning us to provide exceptional value to our global operators and their players.”

Although the UK is a logical focus due to its established racing market, both companies identify considerable international potential. Racing and Sports already has a presence in over 30 jurisdictions and provides content in seven languages, creating a platform for Altenar to expand its racing product worldwide.

Both organizations continue to identify opportunities domestically and internationally, even with persistent regulatory challenges and a trend of declining engagement, especially in the UK.