William Hill to enhance racing product

The bookmaker signed a two-year deal to enhance its racing product for the UK, US and B2B partners.

UK.- William Hill has revealed that it signed a new partnership with Global Betting Services (GBS) in order to enhance its racing product. The two-year deal will see GBS provide the bookmaker with a range of tools to boost its racing product in the UK, the United States and B2B partners.

The partnership establishes that William Hill will be able to automatically and instantly price racing events thanks to GBS’ Premium Price Manager solution. William Hill will also obtain access to the Tote, adding a new product to its fixed-odds racing portfolio in both the UK and US.

“Implementing The BetMakers’ products will allow us to offer an unparalleled global racing product in all racing jurisdictions as we further expand outside the UK, with racing product from Asia, Europe, Australia and importantly North America being a key driver of our expansion,” Group Trading Director at William Hill Terry Pattinson explained.

Todd Buckingham, CEO of BetMakers, parent company of GBS, added: “Given William Hill Global powers more than 100 sportsbooks in Nevada alone, and it has made its intention clear that the US is a major focus, we are excited about the prospect of working with WHG as it expands throughout the US.”