How exactly do you elevate the popularity of a sport whose legacy stretches decades? For Racing and Sports, you build on your own solid foundation to bring horse racing to the masses.
As a business that has transitioned to offer complete horse racing solutions to operators around the globe, the company is heading into the future following a 25 year history within the sector.
In conversation with SBC News, Jack Kelliher, Commercial Director of UK and Europe, explains just how to maximise a horse racing product, and why punters will keep coming back for more.
SBC News: Would you say that Racing and Sports is a fully global business, or do you specialise in certain areas?
Jack Kelliher: We are most definitely a global organisation. We work with both operators, platform providers, rightsholders and racing bodies all around the world. We have major clients in the UK, Australia, America, Latin America, Asia, where we’ve just acquired seven businesses.
Our model is simple: one integration, every racing jurisdiction, localised for the markets our partners serve. We work with both sides of the ecosystem. Platform providers give us scale, and we also go direct to operators on their own tech when they want tighter control to build from the ground up, giving them full control over their front end customer experience, powered from Racing and Sports data and trading products.
SBCN: What are the major challenges being faced within this space, and how do you help solve and overcome them?
JK: The hard part of racing is fragmentation. Multiple rights-holders, differing data standards, separate contracts, and a lot of operational lift before you take a single bet. That complexity slows launches, increases cost, and makes racing feel ‘specialist only,’ which is not the case and something Racing and Sports can help break down.
You’ve got multiple rights holders to deal with around the world. Rights holders for the UK, rights holders for France, rights holders for Australia, the USA, et cetera. That creates long-winded contract discussions. It creates a lot of work on the operator or platform and it makes racing a challenge to sell to a provider for an all in one solution.
The last 12 months have been encouraging. Racing is starting to move from fragmentation to coordination. The new Racing One alliance brings a group of core rights-holders into a more unified structure for international distribution. That is a big win for the sport. However we have to consider all global racing regions to have a world class product which is where RAS mainly come in.
We work closely with all rights-holders worldwide and present partners with one path: a single integration that delivers all global pre-race coverage, all official race-day data, and trading configured to suit each operator or platform needs, whether that is price-feed only, SaaS trading tools, or fully managed MTS.
One integration with RAS provides an unified look and feel across each racing jurisdiction combined with world leading bet prompts our products future proofs your racing product.
SBCN: On the data front, how and why does your kind of pre-race data matter so much?
JK: Pre-race data is like the foundation of every good product. Basically the first thing that a customer sees at a sportsbook is the UX and UI, and what you want for your customers is for the call to actions, the bet prompts, and the engagement on that UX UI to be as easy and as detailed as possible.
What we can provide is a consistent format across every single racing region in the world. Whether you are taking UK, French racing, South African racing, or US racing, it doesn’t matter. We can give you a consistent look and feel across the UX and UI. That’s all underpinned from our data products.
We’ve probably got the largest database in the world for racing. In addition to that, when you have companies that operate globally. What they’ll require is data in multiple languages.
So we’ve got not only the data consistent in terms of its look and feel for UK clients, but we can translate that into seven languages. That enables us to talk to multiple businesses in terms of giving them data for their localised language and giving the product the best chance of performing in those localized regions.
The data underpins any great product, and it also feeds into all the other products and services that we provide. With data, with every result, every beaten distance, every SP, every track condition that’s been recorded in our system over 25 years from, that feeds into proprietary trading models, which is where Racing and Sports have moved into in the last two or three years.
Our edge is the dataset. It lets operators and platforms build a modern racing experience for today’s audience, fast, translated, and intuitive, without stitching together five different feeds or having generic data and price feeds that don’t align with brand goals or strategic objectives.
And for brands on platforms, we switch on that same coverage at scale: all major racing regions, one integration, consistent presentation, and trading that fits their model and risk appetite.
SBCN: When we’re looking at the race data, how do you ensure that the key values of accuracy, quality and reliability are met consistently?
JK: What we’re doing here is we’re taking official data from rights holders around the globe, and our job is to deliver it in its format with no errors, with a hundred percent accuracy and in a timely fashion.
We’re delivering race day data with zero latency. There’s not as much value to be added for any supplier in the racing industry around race day data. The key here is to do it accurately in a timely fashion, we have high metrics to help us ensure that we deliver.
SBCN: With this foundation of data, how do you help partners when it comes to like the critical nature of trading?
JK: For established racing businesses, you’ll often have trading tools in-house. That’s where we start with OddsLine, our bespoke, demarginated 100% price line as the core signal. It kickstarts your models while letting you use your own tech to add margin, create extra-place races, and apply your trading rules. You keep full control; we give you a rock-solid base.
Our licensed SaaS trading platform is the control room for your racing book. It gives traders precise control with sensible automation, so prices stay sharp, risk is contained, and the team’s time goes where it matters. You set the intent, the software does the legwork.
Traders can apply templated margin strategies, switch on a full suite of derivatives with one click, and run market-by-market rules that reflect how you actually want to trade. Liability-based price moves, stale-price protection, and latency management keep you inside your exposure limits while avoiding the classic arbing traps.
Real-time exposure and liability views, smart alerts, and batch actions across brands and jurisdictions turn ‘busywork’ into two or three decisive clicks. The result is steadier margin performance and far fewer manual interventions.
Some partners don’t want to build a trading team or in newer racing regions, finding the right talent takes time. For that, we offer MTS (managed trading services): the same engine room, operated by our own experienced traders. It’s fully managed pricing, risk, and liability on the very platform we license out, so execution is fast, consistent, and transparent.
Our customer profiling is market-leading risk management, not just sharp-account detection. Its purpose is to give traders, CRM, and marketing a real-time view of behaviour that drives action: tailored markets and limits, timely offers, and cleaner liability control.
This personalises the betting experience, reduces churn, and helps marketing maximise value per customer, which is a core reason our MTS clients are outperforming their previous baselines. We align on goals up front and tune the rules and profiling to fit.
We’re able, through our trading tech, to basically cater to any need that is required from an end user, from an operator, whether they want to run a risk averse product, or they want to try and acquire market share through an aggressive trading strategy in that localised region we have the tools and talent at our disposal to deliver.
We’re able to understand that in a consultative process at the start, and then basically take that information and deliver bespoke pricing services on the back of it.
SBCN: How do you help brands in emerging markets like LatAm or Africa, where racing expertise isn’t always in-house?
JK We start with the reality of the product. Horse racing and greyhounds create around a thousand betting opportunities every day and, when run properly, can deliver fifteen percent plus GGR. Our first job is to show that value clearly, then shape it to local demand.
In many markets, translated content and visual form indicators outperform traditional British form lines. Some operators want a lighter derivatives mix or a different trading cadence. We turn those preferences into a simple, measurable trading plan to match the operator risk appetite.
The foundations are consistent. You need the right licences, reliable pre-race data, live race day data, and trading controls that protect margin. We make the introductions to rights holders, configure the data stack, and align pricing and risk with your objectives, whether that is a conservative posture or a market share push.
Once the plan is clear, we deliver it through our standard API integration or if speed and simplicity are the priority, BetBridge is our embedded solution that drops straight into your sportsbook and packages official data, multilingual content and visual form, full pricing and derivatives, risk controls, and customer profiling in a single component.
The outcome is a faster launch, lower operational drag, and a racing product tuned to local expectations while targeting consistent double-digit GGR. Racing and greyhounds run every day, so we build for reliability and support you continuously.
SBCN: What role does BetBridge play in your offering?
JK: BetBridge is one of our latest offerings. All of the areas that we’ve just touched upon combined at the moment, we deliver under one solution called a BetBridge solution, which is an embedded solution that encapsulates localised pre-race content in 7 languages, full editorial race previews, runner comments, form, and a complete betting market set including a full range of derivatives, plus bespoke trading strategies can be implemented, all built on official data from global rights-holders.
What this does is it allows a quicker route to market for operators in terms of integrating the product. A core integration usually might take six to eight weeks where BetBridge could take just a couple of weeks to integrate. It really enhances the speed to market, while delivering a world class racing and greyhound product.
International sportsbooks often show racing and separate tab within the sportsbook interface so this approach aligns with what’s out in the market place.
Where Betbridge really earns its keep is for brands without racing muscle: casino-led operators or modern crypto sportsbooks can, with minimal development, switch on a proven, double-digit-performing vertical, no trading hires, no frontend rebuild, just one simple plug in solution.
SBCN: Why should a sportsbook or platform choose Racing and Sports over anyone else?
JK: Choose us if you want a racing partner that meets you where you are today and won’t box you in tomorrow. We’re independent, we have partnerships all the major rights-holders, and we deliver the whole stack, pre-race data, official race-day data, and trading through one clean integration. Start simple with UK & Ireland or switch on global coverage in 7 languages; the product scales without you re-architecting your sportsbook.
Our flexible trading approach sets us apart, you get real choice and a clear upgrade path for the future: OddsLine for a high-quality demarginated baseline, our licensed SaaS trading for maximum control and automation templates, derivatives, liability tools to lift margins and reduce manual ops, or fully managed MTS run by our own traders on the same platform.
Finally, If speed matters, BetBridge drops the whole experience in as an embeddable module so you can go live fast, ideal for casino-led or crypto books adding a proven, double-digit vertical without hiring a team or rebuilding the front end.
We have one goal, which is to make your racing products as an operator or platform the best in the world. That’s our sole focus.
How exactly do you elevate the popularity of a sport whose legacy stretches decades? For Racing and Sports, you build on your own solid foundation to bring horse racing to the masses. As a business that has transitioned to offer complete horse racing solutions to operators around the globe, the company is heading into the …