OpenBet is bullish on bull riding.
The provider of sportsbook technology, content, and services Tuesday announced it will work with ALT Sports Data to provide pricing and odds on Professional Bull Riders events. This will enable the PBR to pursue legal and official sports betting for the first time.
OpenBet is partnering with ALT Sports Data to provide affiliate marketing services for PBR.
OpenBet and ALT Sports Data, both Endeavor companies, will offer betting opportunities starting with the PBR Team Series in Cheyenne, Wyoming, July 24-25, 2023. OpenBet’s pricing, trading, and data services will create, price, and distribute odds for the PBR Team Series and other events.
“We are delighted to work with one of Endeavor’s most exciting sports properties and deliver official pricing and odds for PBR fans, players, and sportsbooks for the first time,” said OpenBet Vice President of Strategy Don Jaques in a statement. “By building official algorithm and data-driven pricing and markets, we will enhance the PBR betting experience, and help drive reach and fan engagement.”
This year PBR has hosted more than 775,000 fans, the most in its 30-year history, selling out 30 events. The PBR’s second season starts in late July.
“PBR betting is now approved in 11 states, providing an untapped betting market for a sport with nonstop excitement and drama,” said PBR Chief Revenue Officer Josh Baker. “Research shows PBR fans are 89% more likely to bet on sports than the general public. Until now, those setting the odds for PBR have lacked the complete data and necessary understanding of the sport of Professional Bull Riding. Open Bet and ALT Sports Data solve that challenge, allowing PBR to enter an extremely viable market.”
