William Hill upgrades partnership with BetMakers

Bookmaker William Hill has agreed to extend and upgrade its partnership with online wagering solutions provider BetMakers.

Under the deal, which will run through to the end of 2022, BetMakers will serve as the preferred distribution partner of William Hill and continue to provide the bookmaker with wagering technology services.

The agreement will cover technologies such as pricing and trading solutions, as well as additional access to racing products.

In addition, BetMakers will have the right to supply additional content to William Hill where it can match or provide a better rate charged by any third party.

“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,” William Hill’s director of racing Mark Howarth said.

“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.”

BetMakers chief executive Todd Buckingham added: “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.”

In February, BetMakers also agreed a deal with the New Jersey Thoroughbred Horsemen Association and Darby Development, operator of Monmouth Park racetrack, to deliver and manage fixed-odds horseracing into the state.