SIS (Sports Information Services) has strengthened its senior team in the North American betting and gaming market, hiring Brenda Strickland and Sean Beirne.

Strickland and Beirne will join SIS’ stateside-facing subsidiary SIS Content Services as Regulatory and Business Affairs Manager and US Commercial Manager respectively. 

The 24/7 betting services provider – based in Milton Keynes, UK – has earmarked the US as a key target for further growth, having identified ‘significant opportunities’ in both the online and retail sectors for its horse racing, greyhound racing and esports products. 

Richard Ames, CEO, SIS and President of SIS Content Services, said: “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. 

“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.”

Moving forward, SIS is hopeful that the two new appointments will provide the ‘appropriate level of support’ for its operator partners in the US market, whilst reflecting the value of its sportsbook activities in the country.

Stickland – who served as Senior Paralegal and Contract Manager at Sportech for nine years – will be responsible for administering and maintaining SIS’ US compliance, licensing and reporting functions. 

This will involve facilitating compliance with state regulatory requirements, which vary across the country, as well as managing internal corporate policies and procedures. 

Beirne, meanwhile, will coordinate relationship building with US sportsbooks and sell SIS’ live betting content in the market, building on his 30 years’ experience in racetrack management and operations, regulation, and education.

He will also navigate cross-state regulations in order to deliver sportsbook content and pari-natural products and support maximisation of horse racing rights holders’ global content distribution.

Michele Fischer, Vice President of SIS Content Services, added: “We strongly believe that the US will see major expansion, linked to fixed-odds horse racing and esports betting becoming increasingly adopted. 

“With that in mind, it was always our plan to enhance our team with top-class hires from within the industry. Having previously worked with both individuals, I am confident each will make an immediate impact within the SIS team.”

This is the second round of appointments made by SIS in as many months, following on from the promotions of Adam Conway and AIden Tracey to respective Head of Competitive Gaming and Head of Racing Trading in late May.