Sports Information Services (SIS), the live betting content provider backed by some of Britain’s biggest bookmakers, is under starter's orders for a £200m sale.

Sky News has learnt that the shareholders in SIS, which include Ladbrokes parent Entain Group and the founder of Betfred, have asked advisers to canvas interest in a takeover.

The sale process is being handled by Oakvale Capital, a specialist in advising sports and gaming businesses.

One industry source said the auction had attracted a strong level of interest from financial and strategic bidders.

SIS describes itself as "the leading supplier of 24/7 betting services to retail and online operators globally… [providing] betting operators with… content with an end-to-end solution of live pictures, data, on-screen graphics with betting triggers and a wide range of markets and pricing to drive betting revenues".

The company's other shareholders include William Hill, the UK arm of which is now part of the listed company 888 Holdings, and Caledonia Investments, the publicly traded long-term investor.

The Tote Group also owns a 6% stake in SIS.

SIS has established a growing presence in the e-sports arena, and broadcasts channels covering sports including greyhound racing.

Established in 1986, it launched The Racing Channel in the UK in 1995.

The company is run by chief executive Richard Ames, a former boss of the toymaker Hornby.

SIS could not be reached for comment on Wednesday.