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Total Performance Data and tripleSdata are collaborating to create the largest automated distribution of live horse racing data worldwide to racecourses and stakeholders. This includes media, betting companies, and racing fans.
TPD and tSd are merging under the terms of this deal. The combined company will be able to provide live and post-race data from more than 100 racetracks across 11 countries 365 days per year. The 5000+ racedays tracked include some of the most notable and valuable races in racing, including $150 million in prize money from The Breeders’ Cup. The Saudi Cup. The Dubai World Cup. The Everest. The Melbourne Cup. Royal Ascot. The Pegasus. St Leger. The US Triple Crown.
The data will allow racing fans to contextualise performances of world-leading thoroughbreds. TPD can also make its unique automated in-play betting odds available to all racecourses around the world, allowing fans to wager on these prestigious races after the event.
The long-term vision of TPD to create new revenue streams at racecourses has been crucial to its success. This is now a fact, as more than PS50 million has been bet on the in-play odds. Entain Sky Bet Bet Victor Boylesports and William Hill all use the neural network-inspired live odds that are fully automated.
Carlos Santo, Sebastian Scholz and tSd founders will join TPD’s Board to assist in the day-to-day leadership of a global team of more than 40 people. Brad Higgins, who has offices in London, Sydney and Singapore, will be responsible for APAC sales while John McBroom is the leader of global sales. To enhance the next generation racing insights, more talent will be added to teams of engineers and data scientists as well as machine learning, AI and AI experts. A new sensor fusion team, specializing in computer vision, will also be created.
Will Duff Gordon commented: We are delighted to welcome the passionate, determined, and tripleSdata team, to create a champion in racehorse tracker and revenue generation. We know that today’s bookmakers are looking for the most product possible from their partners. That’s why we’re happy to add another three countries to our existing eight.
The combined company’s size unlocks the investment and expertise needed to tell the racing story using advanced data. The partnership between TPD and TSD with companies like the Australian Turf Club and Racing New South Wales as well as Racing Queensland, Racing Victoria and Racing South Australia is what allows live racing to be broadcast 24/7 from 11 countries and 12 time zones.
As with other industries and sports, horse racing has to fight for attention. TPD and their racecourse partners have a shared vision that tracking content will make horse racing more attractive and betting more enjoyable. The goal is to reveal how horses run by providing multiple updates every second about speed, stride and position. This will engage a whole new generation of sports fans who are data-hungry. This deal will go a long way towards achieving this goal.
Carlos Santo commented: This merger brings together visionary companies that are dedicated to pushing technology to its limits and ready to expand their product offerings.
This is the start of an exciting adventure. We will continue to adapt and innovate in an ever-changing landscape. Together, we’ll deliver unmatched data and experience to our customers in the racing and betting industries.
Sebastian Scholz commented on the merger: We are excited about this historic merger and look forward to the integration of the development teams of Total Performance Data (tSd) and tripleSdata.
This merger is more than just a merging of forces. It’s also a catalyst for groundbreaking product development. We are poised to grow significantly, and we aim to expand our team in the areas of artificial intelligence, machine learning, cloud applications, equine wellbeing, sensor fusion and computer vision, as well as in-play betting and graphics applications.
TPD chairman, Eamonn Willmott commented: In over 40 years doing M&A, I must say that this was the most obvious fit I’ve seen.
“Carlos & Sebastian have built a fantastic company and we are thrilled to join forces with them. We will work together with them to drive maximum revenue back into racing. They are passionate about the future. “From the first conversation through to negotiations and due diligence, they have been a pleasure to work and we are all excited about the future that we can build together.”
