William Hill extends partnership with Betmakers

William Hill has agreed to extend and upgrade its partnership with BetMakers.

The sports betting giant William Hill has upgraded and extended its existing partnership with the online wagering solutions provider BetMakers.

What’s covered in the deal?

Under the deal, which will run to the end of 2022, BetMakers will act as William Hill’s preferred distribution partner and continue to provide the betting company with its technology services.

The extended agreement covers technology for pricing, trading solutions and additional access to racing products. BetMakers will also have the right to supply additional content to the sportsbook operator where it can match or provide a better rate than a third by a party.

William Hill’s director of racing Mark Howarth 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.”

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.”

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