SIS (Sports Information Services) has announced two key appointments, with Brenda Strickland and Sean Beirne joining the company's SIS Content Services Inc. U.S. subsidiary business as regulatory and business affairs manager and U.S. commercial manager, respectively.
The appointments are a further signal of the company's major ambitions in the growing U.S. betting market, where it aims to capitalize on the significant opportunities available to online and retail sportsbook operators with its horse, greyhound, and esports products.
Strickland will be responsible for administering and maintaining the company's U.S. compliance, licensing, and reporting functions. Her role is primarily focused on facilitating compliance with the various state regulatory requirements and managing internal corporate policies and procedures.
From Stratford, Conn., Strickland is an accomplished, experienced professional with significant expertise across compliance, legal, and operations functions within regulated industries. Prior to joining SIS Content Services, she spent nine years as senior paralegal and contract manager at Sportech.
Beirne's primary responsibility is to build relationships with U.S. sportsbooks and sell SIS' live betting content. He will also be working with the team to navigate regulations to enable SIS to distribute its sportsbook content and pari-mutuel products and support the U.S. division's efforts to maximize horse racing rights holders' global content distribution.
Beirne is a horse racing industry executive with more than 30 years' experience in racetrack management and operations, regulation, and education. A Kentucky native, he was most recently director of the Equine Industry Program University of Louisville Business School and has also taken up roles as vice president racing and simulcast at Mile High Racing & Entertainment, and director of racing, simulcasting, public relations and track announcer at The Old Evangeline Downs. Beirne is a former Colorado State Racing Commissioner who held the position of chair for two years and vice-chair for three during his eight years of service.
The two new appointments reflect the increasing value of SIS' products with sportsbook operators across the U.S. and will help ensure the appropriate level of support for operator partners.
Richard Ames, CEO, SIS and President of SIS Content Services, said: "The U.S. market presents a huge opportunity for SIS to grow, particularly with the anticipated rollout 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 U.S. partners."
Michele Fischer, vice president of SIS Content Services, said: "We strongly believe that the U.S. 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."
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