Horse racing data giants come together in landmark merger

3 min read

Written by Trent Masenhelder

Cover image courtesy of The Image Is Everything

In what is being described as a landmark deal, Total Performance Data (TPD) and tripleSdata (tSd) have merged, creating the world’s largest automated distributor of live horse racing performance data to racecourses, stakeholders, bookmakers, media and racing fans.

The merged entity will supply live and post-race performance data from over 100 racetracks in 11 different countries, including Australia, 365 days a year.

Amongst the 5000-plus race days tracked will be the Breeders’ Cup, Saudi Cup, Dubai World Cup, The Everest, Melbourne Cup, Royal Ascot, The Pegasus, St Leger and US Triple Crown.

Racing fans will be able to access the live and post-race tracking data to contextualise the performances of the world’s leading thoroughbreds. Additionally, TPD’s unique automated in-play odds can be made available for all racecourses across the world, providing fans the ability to bet on these prestigious events after the horses have left the barriers.

Crucial to TPD’s success has been the long-term vision to create new revenue streams for racecourses. With over £50 million (AU$97 million) now bet on their in-play odds, this is now a reality. Entain, Sky Bet, William Hill, Bet Victor and Boylesports all leverage the fully automated and neural network inspired live odds.

Will Duff Gordon | Image courtesy of Total Performance Data

tSd’s founders Carlos Santo and Sebastian Scholz will join TPD’s Board and assist with day-to-day management of a team of over 40 people globally. With offices in London and Sydney, Brad Higgins will drive APAC sales, while John McBroom will lead the global sales effort. More talent is set to be added to existing teams of engineers, data scientists, machine learning and AI experts and a new sensor fusion division specialising in computer vision to further enhance the next generation of racing insights.

Will Duff Gordon, CEO of TPD, said: “We are extremely pleased to welcome the passionate and determined tripleSdata team to create a global champion of racehorse tracking and revenue generation. We are aware that today’s consolidated bookmakers seek the maximum amount of product from each partner, and we’re pleased to add three more countries of top-class racing to the existing eight.

“The scale of the combined company unlocks the level of investment and expertise that racing needs to tell its story through advanced data.

“The effort to bring live racing from 12 time zones across 11 countries on five continents for 24/7 live action is testament to the partnerships built by TPD and tSd with the likes of Arena Racing Company, Equibase, Sky Sports Racing, At The Races, Emirates Racing Authority, Ascot, Australian Turf Club, Racing New South Wales, Racing Queensland, Racing Victoria, Racing South Australia, Singapore and Auckland Thoroughbred Racing.”

“The scale of the combined company unlocks the level of investment and expertise that racing needs to tell its story through advanced data.” - Will Duff Gordon

Carlos Santo, CEO of tSd, added: “This merger brings together two visionary companies dedicated to pushing the boundaries of possibilities through technology and poised to unlock new opportunities and expand our product offerings.”

Total Performance Data