Flutter’s Timeform and PA Betting Services agree B2B partnership

Flutter Entertainment-owned sports data and content provider Timeform has selected PA Betting Services (PABS) as the official supplier and managing partner of its B2B services.

The partnership will see PABS take on responsibility for selling Timeform’s content in the UK and internationally, including its Race Verdicts, Star Rating’s, 1-2-3 predictions and individual horse comments.

PABS will also be able to offer its clients Timeform’s content alongside its own core data services.

Through one single integration, customers will now be able to access PABS’ global horse racing and greyhound data alongside Timeform’s racing content.

“Timeform sees great opportunity in PA Betting Services’ vast distribution network, and this is what attracted us to this deal,” said Timeform director Sebastian Butterworth. “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.”

PA Betting Services director Eugene Delaney said: “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 their 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.”

Shares in Flutter Entertainment plc. (LSE:FLTR) closed 0.12 per cent higher at 16,305.00 pence per share in London Thursday.