Sports Information Services (SIS)

History

SIS was founded in 1986 as Satellite Information Services, responding to the UK government’s decision to allow live television in betting shops. Its first live betting shop television service launched on 5 May 1987 in Bristol, initially covering two horse racing meetings and one greyhound meeting daily, reaching around 100 licensed betting offices. The company rapidly expanded during the 1990s, extending coverage across the UK and Ireland. In 2002, SIS renegotiated long-term contracts with UK and Irish bookmakers and was appointed to manage broadcasting rights for 49 UK racecourses. By 2003, it supplied over 1,200 UK horse race meetings and 1,500 greyhound meetings annually, alongside races from Ireland and South Africa. Following the National Lottery’s introduction, SIS expanded into numbers-based betting and virtual racing. In 2008, it acquired BBC Outside Broadcasts, launching a broadcast production and satellite services division named SIS Live. This subsidiary grew significantly, providing outside broadcasting facilities for sports and events, and operated from a major teleport at MediaCityUK in Salford. In 2018, SIS Live was sold to NEP Group and rebranded as NEP Connect, allowing SIS to refocus on its core betting content business.

Products and Services

SIS specialises in short-form betting content designed to maximise operator revenue through frequent, low-duration betting events. Key product lines include Live Horse & Greyhound Racing, offering live streaming of UK, Irish, and international racing with on-screen betting triggers, data, and commentary. Virtual Racing provides computer-generated horse and greyhound races that run 24/7, giving operators a constant stream of betting events irrespective of real-world schedules. SIS Competitive Gaming delivers live, official esports competitions featuring popular titles, with short match formats designed for betting integration. SIS 49’s offers live fixed-odds numbers draws held every few minutes, replicating the format of classic lottery-style betting products. Additionally, Data and Trading Services supply real-time racing data, market feeds, and pricing solutions to support operator trading desks and in-running betting. All products are delivered as an end-to-end solution, including video, data, graphics, and pricing, simplifying integration for operators.

Market Position

SIS is a market leader in the UK and Irish retail betting sector, with its racing services present in virtually all licensed betting offices. It has expanded its online reach through partnerships with international operators and platforms. The company’s emphasis on high-frequency, margin-rich content has driven its adoption in markets where operators seek to increase dwell time and turnover. SIS competes with other live betting content providers and data companies but maintains a strong foothold through its long-standing relationships with racecourses and bookmakers.

Leadership

The executive team is led by Chief Executive Officer Richard Ames. Nigel Stocks serves as Chief Financial Officer. Julian Wheeler holds the role of Chief Operating Officer. Paul Witten is Managing Director for Europe, Middle East, and Africa (EMEA). The company’s board and senior management combine decades of experience in broadcasting, racing, and betting technology. Founder(s) were not publicly identified in available sources.