BetMakers Technology Group has been selected to distribute Penn National Gaming’s racing content outside of the US and Canada.
To this end, the Australian business will offer Penn National’s horseracing content for fixed odds, booked bets and exchange wagering in various international markets.
The rights awarded to BetMakers under this deal include over 946 race meetings a year, available for distribution to globally licensed betting operators from 1 July.
Put simply, this agreement will make content from Penn National-affiliated US racetracks accessible to sportsbook operators and, subsequently, bettors beyond North America.
“We are delighted to offer Penn’s first-rate content to a global audience and increase the awareness of the valuable content US racetracks have to offer,” said Kerry Gatten, Partnerships Manager for BetMakers’ Global Racing Network.
“It is exciting that we get to deliver Penn’s extensive racing content into our network of operators globally.”
BetMakers’ Global Racing Network currently distributes racing content from more than 30 countries and offers rights holders, such as Penn National, new markets in which to monetise it.
Essentially, the business exports it to other countries, offering rights holders an incremental revenue stream, while local operators are given access to a “bundled package” of international racing content.
In turn, BetMakers receives a fee based on the turnover generated by operators betting on the products in these markets.
But more broadly, this deal continues what has thus far been a good year for BetMakers. In early May, the business launched fixed-odds betting on horseracing in the US.