SBC News Voice of the Sports Betting Industry
Content and sports betting data supplier PA Betting Services (PABS) recently announced plans to become the official supplier and managing partner of sports data and content provider Timeform’s B2B services.
SBC Media spoke exclusively to PA Betting Services Director Eugene Delaney and Timeform Director Sebastian Butterworth about the rationale behind the deal.
SBC: What was it about Timeform that made it an attractive partner for PA Betting Services, and why did this feel like the right deal for Timeform?
Eugene Delaney: Our goal at PA Betting Services is to be able to offer a complete global racing product to our customers. While we have extensive data sets and reach, we wanted to be able to offer our customers an enhanced premium racing product, one that the customers of our operator partners would recognise and trust.
Timeform is a very credible brand and now we can offer a comprehensive racing package through one single integration, simplifying the customer experience.
Sebastian Butterworth: PA Betting Services has a great reputation as the best-in-class international distributor with an unparalleled network. Bringing this together with the globally recognised horse racing brand in Timeform is an obvious fit – and we look forward to bringing the very best horse racing data and content solutions to customers throughout the world.
SBC: How will you work together to manage the transition to PABS taking over management of Timeform’s B2B sales?
ED: Initially, the focus will be very much on working with existing accounts and ensuring we provide what is best for them. We will also be looking to bring onboard new customers and we will collaborate on creating a transparent and effective sales process where both parties are aligned.
SB: Our existing customers are our top priority and how we have crafted the agreement with PABS will ensure there is zero disruption to any services. Indeed, existing customers – both those of the PA and those of Timeform, will now simply have a broader list from which to shop – whilst also have expertise from both the PA and Timeform to call upon.
SBC: How do you see this partnership benefiting clients of both Timeform and PA Betting Services?
ED: One of the challenges within racing is that operators must enter into multiple agreements with rights holders, suppliers, and content providers in order to provide an all-round racing product to their customers.
The aim of PABS is to offer an all-in-one solution and adding the Timeform brand is a further extension of that. Not only will we be providing everything an operator needs, but we will also be giving them the opportunity to enhance their product from day one with Timeform’s premium content.
SB: As Eugene says, building an international racing product requires numerous integrations and agreements – sometimes with inconsistent customer facing products and services. All this does make is difficult for operators and media outlets to prioritise, whilst the paying customer is alienated and confused by the inconsistent offering.
This deal will streamline the integration work – whilst also providing an industry leading global horse racing proposition, providing consistency of content to customers irrespective of where and what they are betting on.
SBC: What are the previous challenges you have faced with International data, that are now solved by this partnership?
SB: Timeform has a long-established reputation for its accuracy, credibility, and judgement. One of the pillars for achieving such a reputation is to have reliable core data that we can enrich for our customers. Partnering with PABS gives us core data that we previously did not have access to and subsequently, it creates an opportunity for the delivery of rich Timeform content in new jurisdictions.
ED: We have identified gaps in our international offering and have made steps to close these recently with our acquisition of Asian racing data provider iRace Media last year. Our agreement with Timeform will allow us to work together on our global database to create premium Timeform content for all thoroughbred racing globally.
SBC: Do you therefore see this partnership as something that will give Timeform an edge over its competitors when it comes to attracting B2B clients?
SB: 100%. If anyone wants the simplest integration, with the very best, consistent content, there is only one place to come. This new partnership is all about making it easy for businesses to provide a consistent, industry-leading horse racing proposition that works for their customers.
SBC: What do you expect Timeform content to look like in five years as a result of this deal?
SB: As well as having more global content, we see this deal as accelerating our overall growth and this will allow us to invest further in all our products. We expect this partnership to create a flywheel effect, such that in five years’ time we will be positioned as the global number one racing content brand.
ED: We see the combination of the Timeform brand and our distribution network as something that will give us the resources to accelerate both companies’ standing in the global racing market. In future, you will see much easier integrations for customers, with localised, visualised and translated content readily available.
