Sports Information Services (SIS) has confirmed that it has acquired full shareholding in daily live draws and 49’s Limited (www.49s.co.uk) virtual horseracing operator.
SIS will take over the full ownership of the 49’s regular live draws and virtual horseracing brands Portman Park, Sprint Valley, and Steepledowns, as well as virtual greyhounds from Brushwood and Millersfield, after entering an agreement with co-owners GVC Holdings and William Hill
SIS management has told updating the market that the purchase of 49 properties would extend the variety of items provided by its 24/7 live betting advertising providers.
Branding the 49’s as a ‘perfect strategic fit’ SIS CEO Richard Ames said: “49’s has a long history of supplying high quality, market-leading content to UK and Irish bookmakers and the product range is much loved by consumers.
“Over recent years, SIS has successfully extended the brand worldwide and it makes perfect sense to now take the further step of acquiring the business. We have great plans for the brands and will announce shortly a range of new and extended products as part SIS’ numbers product strategy.”
SIS is now moving to revamp the 49’s virtual sports offering, in addition to developing new live lotto draw formats that will be broadcast across its 24/7 wagering channels around the world.
Mike Jones, the 49 ‘s Chairman said: “We’ve worked in partnership with SIS for the last 20 years and they are uniquely positioned to be able to further expand the 49’s brand internationally. We look forward to seeing how they build on the excellent work the team has done over the last few years to position 49’s as a leading numbers product.”
We are pleased to announce that we have acquired the market-leading numbers betting business 49’s. We have some exciting plans for 49’s and will announce shortly a range of new and extended products as part of SIS’ numbers product strategy https://t.co/ePK4dDjCqy #bettingbusiness pic.twitter.com/R73uczUkZ2
— SIS Ltd (@SISLtd) June 29, 2020