BetMakers extends racing partnership with William Hill

Sydney-listed supplier BetMakers Technology Group has extended its partnership with William Hill, becoming a preferred distribution partner for the bookmaker.

Under the revised agreement, BetMakers will continue to provide its existing wagering technology services to the operator, including pricing and trading solutions, as well as providing additional access to its expanded racing products until 31 December 2022.

The varied terms provide for incremental increases in the fees payable to BetMakers over the extended term and gives the supplier the rights to supply content to William Hill where it can match or provide a better rate charged on any third party, local or international racing content globally.

“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,” said William Hill director of racing Mark Howarth. “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. This transition has seen William Hill increase its racing content significantly.”

BetMakers Technology Group CEO Todd Buckingham commented: “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. BetMakers is buoyed by the support of our international and Australian customers as demand remains strong for racing products and services, which has seen our teams working overtime to continue to deliver racing from around the world to our extensive customer base.”

Shares in William Hill plc (LSE:WMH) were trading down 5.07 per cent at 95.40 pence per share in London earlier Wednesday, while shares in BetMakers Technology Group Ltd (ASX:BET) closed down 5.00 per cent at AUD$0.19 per share in Sydney earlier in trading today.