New deal brings live, AI-powered betting markets to Australia, Germany, and South Africa
Total Performance Data (TPD) has announced a strategic partnership with Sports Information Services (SIS) aimed at revolutionising in-running horse racing betting by expanding access to dynamic odds across key international racecourses. The collaboration will significantly enhance the live betting capabilities of TPD’s existing operator partners, including major names like Boylesports, BetVictor, Entain, Sky Bet, and William Hill.
Global Rollout Targets New Territories
The partnership will initially introduce TPD’s real-time betting feed to racetracks operated by Racing Victoria in Australia — including prestigious venues such as Flemington and Caulfield — as well as tracks in Germany and South Africa. These additions will complement TPD’s existing presence in the UK, US, and Canada, expanding the company’s ambition to deliver truly global in-play racing coverage.
TPD’s feed uses high-speed GPS tracking and proprietary AI algorithms to calculate live odds for each horse during a race, updating second by second. This data-centric approach is designed to bring a modern, engaging format to a sport often reliant on traditional betting models.
Boosting Engagement and Turnover
The integration of live odds is expected to increase turnover for racetracks, while offering bookmakers new ways to attract bettors with innovative in-play options. The model also promises to deepen engagement among existing racing fans by offering a more immersive experience.
“This deal is a major step forward in our mission to deliver truly automated In-Running betting as a standard offering across global racing,” said John McBroom, Commercial Director at TPD.
He added that the deal builds on TPD’s proven success in delivering in-running data to some of the world’s most advanced betting markets.
A Shared Vision for Innovation
SIS, a long-standing supplier of live racing content, sees the partnership as a natural extension of its commitment to innovation.
“We’re excited to partner with TPD… this collaboration allows us to enhance our live racing experience and bring greater value to operators and punters,” said Conall McSorley, Head of Racing at SIS.
Racing’s Digital Evolution
The partnership reflects a wider industry movement towards real-time data delivery and automation in sports betting. As interest in fast-paced, data-driven products grows, both companies are positioning themselves at the forefront of digital transformation in racing.
With the combined technological strengths of TPD and SIS, the future of in-running horse racing betting looks more dynamic, global, and accessible than ever before.
