William Hill extends BetMakers partnership through 2022
UK-based operator expands agreement to include international level racing
William Hill has extended and expanded its existing partnership with technology provider BetMakers until 2022.
Under the terms of the new deal, BetMakers will now act as Hills’ preferred distribution partner, as well as continuing to provide the operator with wagering technology and additional access to expanded racing products.
Hills will pay BetMakers incrementally rising fees throughout the length of the new deal, with BetMakers also afforded the right to supply Hills content where it can match or provide a better rate compared to any other third party.
The original two-year agreement, signed in late 2018, saw BetMakers provide Hills with a pricing solution across thousands of racing environments.
The partnership covers Hill’s online and retail offerings in the UK.
Mark Howarth, William Hill director of racing, 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.”
Todd Buckingham, BetMakers CEO, 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.”
In January, BetMakers secured a deal to build a new betting app and trading solution for the Tom Waterhouse tipster brand.