The BetMakers subsidiary Global Betting Services has signed an agreement with William Hill Global to provide a global racing solution for William Hill UK.
GBS will provide WHG with key offerings from its global products and services suite, including Premium Price Manager, which allows William Hill to automatically and instantly price thousands of racing events simultaneously without the need to increase resources, such as traders and IT staff; Racing Data Delivery Services, which combines data feeds from numerous jurisdictions into a single, manageable solution, enabling WHG to expand the amount of events William Hill and WHG partners can offer; and Tote access, which allows William Hill to offer another wagering product to its fixed odds racing solutions, both in the UK and, in particular, the US market where pari-mutual betting is legal across most states.
While the commercial terms of the deal are confidential, the agreement, which begins immediately, will run until the end of 2020. William Hill Group trading director Terry Pattinson said: “After a very successful six years of working with GBS under the William Hill Australia brands, William Hill Group Trading is committed to working more closely with The BetMakers as the company pushes towards a worldwide racing trading product.
“Implementing The BetMakers’ products will allow us to offer an unparalleled global racing product in all racing jurisdictions as we further expand outside the UK, with racing product from Asia, Europe, Australia and importantly North America being a key driver of our expansion.”
CEO of The BetMakers, Todd Buckingham, said: “This is a significant milestone for The BetMakers with William Hill having such a big reach across the UK and into the US markets through its B2B customers. We look forward to working with its team to deliver a racing solution that meets its needs and we look forward to delivering innovative products to enhance its offerings and deliver maximum returns.
“Given William Hill Global powers more than 100 sportsbooks in Nevada alone and it has made its intention clear that the US is a major focus, we are excited about the prospect of working with WHG as it expands throughout the US.”