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The Australian-listed company Racing and Sports has announced a partnership with Altenar, a prominent sportsbook and iGaming platform provider. This collaboration represents a major advancement in delivering integrated racing content to operators worldwide, particularly in markets where horse racing and greyhounds remain integral to betting.
Over an 18-month period, the two firms worked closely to develop a modern racing product that balances depth of content, ease of integration, and commercial impact. The result is a unified solution combining official data, editorial content, and pricing services through a single integration.
“We’re incredibly proud to be partnering with Altenar after a relationship that has been building for a number of years,” said Jack Kelliher, Commercial Director at Racing and Sports. “Since the formation of our UK business, we’ve believed Altenar was a partner we could create real value with. For Altenar, this is about much more than just adding racing content. It is about giving their partners a stronger, more commercially competitive product in a market where racing is fundamental.”
The integration provides access to official racing data and content through direct agreements with key rights holders, including Racecourse Media Group (RMG), Arena Racing Company (ARC), PMU, SIS, and 1/ST Content, spanning multiple jurisdictions.
For Altenar, this partnership aligns with its strategy to strengthen its sportsbook offering in key verticals. “This partnership marks a significant step forward in Altenar’s strategy to broaden our racing content offering,” said Antonis Karakousis, Director of Operations at Altenar. “Racing and Sports brings deep expertise in horse racing and greyhounds, and together we are well-positioned to deliver superior value to our operators and their players worldwide.”
While the UK remains a key market, both companies see significant international potential. Racing and Sports operates across over 30 jurisdictions and delivers content in seven languages, providing a strong foundation for Altenar to expand its racing product globally.
