The deal marks the culmination of a multi-year relationship and a significant step forward in the delivery of racing content across global sportsbook platforms.
It comes at a time when demand for high-quality, integrated racing products continues to grow. This theme is common in markets such as the UK, where, despite current embattlement, horse racing and greyhounds remain core components of the betting ecosystem.
For Altenar’s expanding network of operators, the partnership reflects a strategic shift in how the company approaches its racing vertical, with Racing and Sports brought in to help deliver a fully integrated, end-to-end solution.
Over an 18-month period, the two companies worked closely to define what a modern racing product should look like by balancing depth of content, ease of integration and commercial impact.
The result, the duo said, 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.”
Through direct agreements with key rights holders including Racecourse Media Group (RMG), Arena Racing Company (ARC), PMU, SIS and 1/ST Content, the integration provides access to a range of official racing data and content across multiple jurisdictions.
Altenar to strengthen sportsbook offering
From Altenar’s perspective, the move aligns with a wider strategy to strengthen its sportsbook offering in key verticals.
Antonis Karakousis, Director of Operations at Altenar, said: “This partnership marks a significant step forward in Altenar’s strategy to broaden our racing content offering.
“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 is a natural focal point given its mature racing market, both companies see significant international potential. Racing and Sports already operates across more than 30 jurisdictions and delivers content in seven languages, providing a foundation for Altenar to scale its racing product globally.
Both firms still see opportunities on these shores and beyond, despite ongoing regulatory issues and declining engagement particularly prevalent in the UK.
Dingnews.com 23/04/2026