Racing and Sports partners with Altenar to enhance global racing offering

Racing and Sports, a global provider of racing data, content, and trading technology, announced a new partnership with sportsbook platform provider Altenar.

The partnership has been described as an important step forward for both businesses, with Racing and Sports set to deliver a more complete and scalable racing solution to Altenar’s platform. The collaboration comes at a time when demand for a tier-one racing product is increasing, particularly in the UK market, where racing remains a core part of a competitive sportsbook offering.

Following an extensive consultative process, Racing and Sports has worked closely with Altenar over the past 18 months to help shape a solution that removes operational complexity and adds long-term value to Altenar’s racing proposition.

The partnership gives Altenar access to Racing and Sports’ global racing content through a single integration, helping reduce feed dependency while creating greater consistency across the sportsbook experience for operators in the UK and international markets.

Through Racing and Sports’ partnerships with major rights holders, including RMG, ARC, PMU, SIS, and 1st Content, Altenar is able to offer a more unified racing product across multiple jurisdictions.

In addition to official data and content delivery, the agreement also covers enhanced runner-level comments, race previews, and tipping content designed to strengthen the end-user experience.

Jack Kelliher, Commercial Director, Racing and Sports, said:

“We’re incredibly proud to be partnering with Altenar after a relationship that has been building for a number of years. Since the formation of our UK business, we’ve believed Altenar was a partner we could create real value with.”

"By bringing together official data, editorial content and pricing services through one integration, we’re helping create a more consistent and scalable racing offer across both UK and international markets."

"For Altenar, this is about much more than just adding racing content. It is about giving their partners a stronger, more commercially competitive product in a market where racing is fundamental.”

Antonis Karakousis, Director of Operations at Altenar, said:

“This partnership marks a significant step forward in Altenar's strategy to broaden our racing content offering. 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.”