William Hill upgrades racing offering with BetMakers deal extension

Global Betting Services, a wholly-owned subsidiary of BetMakers Technology Group, has confirmed that it has ‘extended and upgraded’ its current commercial agreement with William Hill.

Under the new agreement, BetMakers will become the ‘preferred distribution partner’ for William Hill and has agreed to continue supplying its wagering technology services.

The wagering services provider has also agreed to offer William Hill access to its pricing and trading solutions, alongside additional access to its expanded racing products until 31 December 2022.

Commenting on the agreement, William Hill Director of Racing Mark Howarth said: “Over the past two years we have made enormous strides in diversifying our racing content to include products from all over the globe, which was one of our key strategic ambitions.

“This success could not have happened without the excellent collaboration of William Hill Group Trading and BetMakers, who offer an incredible wealth of experience in international racing. This transition has seen William Hill increase its racing content significantly.”

BetMakers Technology Group CEO Todd Buckingham added: “This is a significant and positive endorsement of the BetMakers business and we are delighted to be working with the William Hill Group, which as one of the world’s largest sports betting and gaming companies has been one of BetMakers’ foundation clients outside of Australia.

“The extension and upgrading of BetMakers’ racing services and solutions to William Hill at an international level comes during a challenging time for wagering operators with the suspension of many sports globally.

“BetMakers is buoyed by the support of our international and Australian customers as demand remains strong for racing products and services, which has seen our teams working overtime to continue to deliver racing from around the world to our extensive customer base.”

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