Timeform signs new B2B deal with PA Betting Services

PA Betting Services (PABS) has been chosen as the official supplier and managing partner of B2B services for sports data and content provider Timeform.

Timeform’s brand is recognised for the provision of premium horse racing content, insight and editorial, with over 50 years of experience in British racing. 

Some of Timeform’s staples include Race Verdicts, Star Ratings, 1-2-3 predictions and individual horse racing commentary. 

Sebastian Butterworth, Director at Timeform, commented: “Timeform sees great opportunity in PA Betting Services’ vast distribution network, and this is what attracted us to this deal. We believe the two companies complement each other perfectly and together we are well-placed to become the number one global racing data and content brand. 

“Our shared vision will ensure this collaboration continues to maintain the high levels of accuracy and integrity, synonymous with Timeform. This will be particularly important as we explore opportunities to deliver the Timeform brand to customers across the globe via PA Betting Services’ unparalleled international network.”

The new agreement gives PABS the rights to distribute Timeform’s content alongside its own core data services to UK and international clients – unlocking a single integration that offers both global horse racing and greyhound data.

Eugene Delaney, Director of PA Betting Services, added: “Our aim is to provide the best-in-class and most comprehensive racing product to our customers. This partnership allows our customers to access premium racing content through a single integration, reducing complexity while improving the product offering. 

“We see Timeform as the most credible and widely recognised brand when it comes to racing content and believe the addition of its product will be very attractive to our clients.”