Multi-channel 24/7 betting services supplier Sports Information Services (SIS), has acquired the full shareholding of retail and online betting supplier 49’s from its current owners, GVC and William Hill.
The deal will see SIS take ownership of 49’s portfolio which includes the famous twice daily draws, Irish Lotto Bet, World Lotto, Rapido plus famous virtual horse racing brands Portman Park, Sprint Valley and Steepledowns as well as virtual greyhounds from Brushwood and Millersfield.
Richard Ames, CEO at SIS, stated: “49’s has a long history of supplying high quality, market-leading content to UK and Irish bookmakers and the product range is much loved by consumers. Over recent years, SIS has successfully extended the brand worldwide and it makes perfect sense to now take the further step of acquiring the business.
“We have great plans for the brands and will announce shortly a range of new and extended products as part SIS’ numbers product strategy.”
SIS’ acquisition of 49’s makes strategic sense for the organisation, expandingits product portfolio with a brand that fits into the existing 24/7 racing channels that have proven so successful both in the UK and with international retail and digital betting operators.
Mike Jones, Chairman of 49’s, added: “We’ve worked in partnership with SIS for the last 20 years and they are uniquely positioned to be able to further expand the 49’s brand internationally. We look forward to seeing how they build on the excellent work the team has done over the last few years to position 49’s as a leading numbers product.”
In addition to the announcement, SIS also revealed that it will be developing a range of new numbers and virtual content which will form under the 49’s brand umbrella.
A statement released by SIS read: “This acquisition complements the great strides made in launching new products, including the market- leading esports competitive gaming product now live with bet365.”