Entain Extends Australia's Betting Deal

Ben H / 14 July 2022

Racing & Sports and Entain have taken their partnership one step further. RAS Technology Holdings announced that it signed a $5 million betting and content deal with the Ladbrokes and Neds owner.

Under the expanded deal, Racing & Sports will provide Entain with thoroughbred content, as well as international greyhound events. The Australian company will allow the London-listed betting behemoth to benefit from its live feeds and analytic data too.

RAS Tech’s global Ratings framework will also become available to Entain. That means the betting company’s trading personnel will be able to produce pricing feeds and mathematical modeling in the markets where Entain’s brands operate.

Accurate Information That’s Easy to Access

RAS has already established a productive partnership with Entain’s Ladbrokes that it can build on, and also works with popular Australian and international bookmakers such as Sportsbet, Bet365, Tabcorp, BlueBet, Betfair, etc. RAS Technology’s content, products, and services are available to punters in 30 countries.

Dean Shannon, Entain Australia CEO, said that expanding their collaboration with RAS made perfect sense, as the Australian company has proven to be a reliable and consistent partner and that it provided Entain with top-tier live feeds and analytic data.

Shannon added that Entain Australia was all about the punter and that it was crucial they offered their customers accurate information that’s easy to access. The Entain Australia CEO was also happy that, just like Entain, Racing & Sports wasn’t afraid to innovate.

Data that Appeals to New and Traditional Bettors

Stephen Crispe, Racing & Sports CEO, was delighted with the expanded deal as well. He said that there was an appetite to present betting and racing data in an innovative way while also respecting more traditional formats, and that’s exactly what they were trying to achieve.

Crispe went on to say that over the years, they have gathered historical data from all over the world and that the data was useful to the traditional punter, but could also be presented in an innovative way so that it is appealing to the new bettor too.