Altenar Boosts Horse Racing Betting with Racing and Sports Partnership

Australian-listed firm Racing and Sports has finalized a strategic partnership with Altenar, a leading sportsbook and iGaming platform provider. This collaboration marks a significant milestone in delivering high-quality horse racing content to global operators, addressing a growing demand in markets where racing remains a cornerstone of betting.

The partnership builds on an 18-month collaboration between the two companies, focusing on creating a modern, integrated racing product. The solution combines official data, editorial content, and pricing services into a single, seamless offering for operators.

“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’s about giving their partners a stronger, more commercially competitive product in a market where racing is fundamental.”

The integration leverages direct agreements with key rights holders, including Racecourse Media Group (RMG), Arena Racing Company (ARC), PMU, SIS, and 1/ST Content, ensuring access to official racing data and content across multiple jurisdictions.

From Altenar’s perspective, this move aligns with its broader strategy to enhance its sportsbook offerings. “This partnership marks a significant step forward in Altenar’s strategy to broaden our racing content offering,” stated 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 focal point due to its mature racing market, both companies see substantial international potential. Racing and Sports already operates across over 30 jurisdictions and delivers content in seven languages, providing a robust foundation for Altenar to scale its racing product globally.