BetMakers Technology Group has finalized a new three-year agreement with Penn Entertainment for the global distribution of its racing content, starting January 1, 2026. This agreement includes an option for an additional year and extends a partnership that began in 2022.
As per the new terms, BetMakers remains Penn’s exclusive international distributor for racing content, including fixed-odds, derivative bets, and exchange wagering. It enhances access for international Tote customers and upholds exclusivity for B-pool wagering.
BetMakers continues to provide services to Penn like Host Tote operations, Betline terminals, and digital wagering solutions. The renewed structure features revenue sharing for earnings above a guaranteed minimum, aligning incentives and fostering international market growth.
Last year, revenue exceeded the new minimum guarantee, potentially benefiting BetMakers’ future gross margin.
BetMakers CEO Jake Henson referred to Penn as a valued and important partner, noting the benefits of their continued collaboration. He emphasized the positive step this amended agreement represents for both parties, aiming for a successful and profitable partnership.
Chris McErlean, Racing VP at Penn Entertainment, shared similar enthusiasm, praising BetMakers as a proven global leader in racing distribution and technology. He highlighted their expertise and international reach as key in expanding their racing content’s footprint.
This announcement coincides with BetMaker’s expansion of its Monmouthbets platform across the U.S., leveraging fixed-odds markets to engage more bettors. Investors have taken notice, with shares recently rising over 3%. Licensed through the Oregon Racing Commission, the platform plans to serve multiple states, bringing Penn’s racetrack content to international fixed-odds and exchange markets.
Finimize notes that this strategy could appeal to new audiences as traditional pari-mutuel betting declines, demonstrating how existing racing frameworks are being used to broaden online wagering across state lines.
- SCCG Management. The Gambling Industry’s Global Connector. Access Here.
- Source: SCCGManagement.com