SBC News Voice of the Sports Betting Industry
Amelco has announced a major commercial partnership, becoming the principal fixed-odds sportsbook supplier of the UK Tote.
The partnership, announced by the newly reorganised Tote, seeks to amplify its sportsbook product and offering for wider audiences beyond its heritage racing markets.
The Malta-based technology group will embed its sportsbook solution onto the UK Tote’s in-house built player account management (PAM) platform.
Dealmakers announced that Amelco will provide the Tote with a truly comprehensive range of sports, including football, golf, cricket, tennis, rugby, and darts—expanding its sportsbook offering by 25,000 live events per month.
Dave Hammond, Chief Commercial Officer for the UK Tote, added: “The Tote will always prioritise racing, but through our customer research, the majority expressed a desire for a more comprehensive experience.
We listened and delivered by expanding our offerings to include all sports under our iconic brand. Using best-in-class technology, with an innovative approach to product development and customer engagement, we are rejuvenating the UK Tote with our world-leading pools platform, while reaching new audiences by broadening our offering.”
Amelco has an extensive presence in the UK, serving the market’s major tier-one operator brands since its first launch with William Hill in 2007. Major partnerships with Betfair, Coral, Ladbrokes, Paddy Power, and Sky Bet followed soon after.
Brandon Walker, Head of Business Development at Amelco, said: “As the world’s most comprehensive platform and sportsbook provider, we’re the only major supplier that can offer everything a leading brand like the Tote needs under one roof for customers.
We see this landmark deal with the UK Tote as a true demonstration of the flexibility of our offering—seamlessly integrating our sportsbook solution into the UK Tote Group’s in-house Player Account Management system.
Our partnerships with the world’s biggest betting brands are a testament to our legacy of excellence since the early 2000s. We look forward to a long and successful partnership with the UK Tote.”
