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SIS seeks US betting growth with double appointment

| By Robert Fletcher
Live betting services provider Sports Information Services (SIS) has handed senior roles to Brenda Strickland and Sean Beirne within its SIS Content Services Inc US-facing subsidiary business to support its ongoing growth plans in the country.
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Strickland will become regulatory and business affairs manager, with core responsibility for administering and maintaining US compliance, licensing, and reporting functions. This will include facilitating compliance with state regulatory requirements and managing internal corporate policies and procedures.

Prior to joining SIS Content Services, Strickland spent nine years as senior paralegal and contract manager at Sportech.

Beirne will take on the role of US commercial manager, where is primary responsibility will be to build relationships with US sportsbooks and sell live betting content. He will work to navigate local regulations to enable SIS to distribute sportsbook content and pari-mutuel products.

A horse racing industry executive with over 30 years’ experience in racetrack management and operations, regulation and education, Beirne was most recently director of the Equine Industry Program at the University of Louisville Business School.

“The US market presents a huge opportunity for SIS to grow, particularly with the anticipated roll-out of fixed-odds betting from state to state as well as the advancement in esports betting regulations,” SIS chief executive and SIS Content Services president Richard Ames said.

“These two new appointments will strengthen SIS Content Services Inc as we aim to further drive our market presence in the country.

“I believe the combination of knowledge, expertise and regulatory and commercial acumen they bring with them will prove to be of huge benefit not only to SIS Content Services but also all of our US partners.”

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