The agreement gives SIS ownership over 49’s live draws product and virtual horseracing brands Portman Park, Sprint Valley and Steepledowns, as well as virtual greyhounds from Brushwood and Millersfield. 

The decision to acquire 49’s product umbrella forms part of SIS’ strategy to expand its portfolio. The agreement will also help support SIS in developing new virtual content. 

“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,” said Mike Jones, chairman of 49’s.  

In addition to supporting new product development, the deal complements SIS’ efforts in launching new products, including their esports gaming product which is now live with British gambling company Bet365.  

SIS CEO Richard Ames said the company has great plans for the brands, adding that 49’s has a long history of supplying high quality content to UK and Irish bookmakers. 

“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 as the product range is much loved by consumers,” he said.