As we edge ever closer to the SBC Summit Americas, Affiliate Leaders caught up with Jack Kelliher, Commercial Director UK and Europe, at Racing and Sports, to talk about how the company is evolving horse racing’s digital engagement through localised content and data-driven technology.
Kelliher also delves into the company’s three core business pillars — global racing data, trading solutions, and customer intelligence — while highlighting the transformative potential of emerging betting formats such as in-play fixed odds, same-race multis, and bet builders.
How would you describe the current popularity of horse racing globally? Do you see the popularity of racing increasing with new formats or digital content experiences?
Jack Kelliher: Horse racing remains a top-tier sport in markets like the UK, Australia, Japan, and Hong Kong — but the way in which fans and punters engage with the sport is evolving fast. Traditional formats have held strong, but the real growth potential lies in how racing adapts to new betting formats and digital experiences.
We’re seeing a growing appetite for in-play fixed odds betting, interactive race predictors, dynamic and easy-to-consume form filters, and personalised racecards available in multiple languages.
There’s also increasing demand for same-race multis and bet builders — formats that have already transformed fan engagement in football and basketball. Racing and Sports have a proven product in the Australian marketplace and are excited to bring this to a global audience. We also look forward to seeing how we can collaborate with affiliate partners to drive engagement and deliver strong ROI for all parties involved.
Racing and Sports operates at the intersection of data, technology, and wagering — how would you summarise the core pillars of your business model?
JK: Our business is built on three interconnected pillars that work together to simplify racing and empower operators to maximise both turnover and margin.
First, we offer Global Racing Data & Content, utilising the most comprehensive racing database in the world. Covering more than 30 countries and available in over seven languages, our content spans everything from silks to sectional times — all accessible through a single integration.
Second, our Trading Solutions — including both SaaS and Managed Trading Services (MTS) — provide sportsbooks flexibility, control, and high-performance risk management. No matter the needs of a sportsbook, our tools enhance efficiency, reduce costs, and deliver rich, data-driven feedback. This, in turn, allows operators to create more personalised and responsive betting experiences, which leads to our third pillar.
The final piece is Customer Intelligence, powered by our Customer Connect Engine. By helping operators understand bettor behaviour, we enable smarter engagement, targeted promotions, and better retention — all grounded in actionable insights.
How does the affiliate side of the business integrate with your broader offerings? Do you view your data capabilities as a competitive edge in the affiliate space?
JK: Absolutely. Our affiliate presence is built directly on top of the same world-class database that powers our B2B solutions — and that’s a huge advantage.
A great example is our flagship site racingandsports.com.au, which stands as one of the leading racing news and affiliate destinations in Australia, where horse racing remains the dominant betting sport. We’re one of the few affiliates to stream live racing directly on-site from jurisdictions such as Hong Kong and the USA, combining that with best-in-class racecards, sharp insights, expert tipping, and live odds.
We’re proud to work with leading partners like bet365, as well as emerging brands such as the newly launched Star Sports — a UK entity now making strides in the southern hemisphere.
It’s not just about traffic; it’s about trusted engagement. This approach fosters real engagement and drives strong conversions for our partners, and we’re now expanding this affiliate model into new markets.
With your recent expansion into Hong Kong through the acquisition of six publications and a data service, how do you see this enhancing your global affiliate strategy?
JK: Hong Kong is one of the most passionate racing markets in the world, and we’re incredibly excited by this move. It gives us a strong content foothold in a region where racing is front and centre culturally.
What gives Racing and Sports a real edge here is our unmatched global racing database. With the deepest racing history and form data across all jurisdictions, we’re uniquely positioned to collaborate with local partners in Hong Kong to drive innovation and new fan experiences — whether that’s smart tipping tools, enhanced racecards, or new interactive formats.
On top of that, the teams that came with the acquisition bring decades of local knowledge and editorial expertise. We’re actively looking to leverage their insight to create racing content and experiences that truly resonate with Hong Kong audiences. It’s a brilliant blend of global capability and local credibility.
You operate in several very different regions. How are you tailoring your affiliate strategy to suit audiences in Australia, the UK, and other markets you operate in? Which markets do you see the strongest engagement with racing content?
JK: We take a market-by-market approach to content, UX, and product strategy, and the differences are big.
In Australia, where racing dominates the betting landscape, audiences expect deep, rich content: speed maps, sectional ratings, historical trends, and betting tools. That’s why our Racing and Sports site has built such a strong following — it serves the detail-oriented punter with everything they need, all in one place.
In newer or more casual racing markets, such as LATAM or some parts of Asia, we’re leading with icon-led form, simplified predictors, and visually digestible content that’s easier to consume on mobile. This approach is what the market is demanding, and we are listening to the feedback to develop a tailored approach in these marketplaces.
By being able to dial up or simplify our offering depending on the audience, we ensure relevance across every region.
You’ll be attending SBC Summit Americas, where Latin America is expected to take centre stage alongside North America. How do you assess the region’s appetite for racing compared to more traditional strongholds?
JK: LATAM has all the ingredients for racing to grow — heritage, passion, and a strong base of casual and serious bettors. But the betting experience around racing hasn’t always kept up with what’s expected in 2025.
That’s where we see opportunity. We’re already working with partners in LATAM and building out Spanish and Portuguese editorial racecards, alongside localised previews and more dynamic content. Additionally, we are embedding racing products straight into sportsbooks without needing an in-house racing team, improving the speed to market and integration timelines, which is critical.
As fixed-odds racing gains traction and the market opens further, we believe LATAM and Asia will become a growth driver for the sport and for Racing and Sports.
As SBC Summit Americas bridges the North and South American markets for the first time, what are your main goals or expectations for attending this event?
JK: As we prepare for SBC Summit Americas, we have three main goals in mind.
First and foremost is to showcase our embedded racing solution — a full racing product that sportsbooks can seamlessly integrate into their platforms. It comes with global coverage and requires no additional development or trading resources on the operator’s side.
Another key objective is to form new affiliate and media partnerships, particularly with localised content creators, influencers, and regional publishers who can help amplify our presence in emerging markets.
Finally, we hope to strengthen operator conversations. Whether you’re building a racing vertical for the first time or want to elevate what you already have, we’re offering tools that are already proven in mature markets and ready for global rollout.
We’ll also be spotlighting the next phase of our product evolution—from smarter trading tools to in-play formats and interactive race prediction — all designed to enhance the modern sportsbook user experience.
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Source: iGaming Expert
