BetMakers Technology Group has signed a new three-year contract with Penn Entertainment to manage the global distribution of its racing content starting January 1, 2026. This deal offers an option for a one-year extension and builds on their collaboration since 2022.
As per the updated agreement, BetMakers will continue as the exclusive international distributor for Penn’s racing content, including fixed-odds, derivative bets, and exchange wagering. The contract enhances access for international Tote customers and keeps B-pool wagering exclusive.
The partnership expands the services BetMakers provides to Penn which already includes Host Tote operations, Betline terminals, and digital wagering solutions. The agreement introduces revenue sharing for income over a guaranteed minimum, aligning interests and fostering growth in international markets.
Last year, the revenue under the previous agreement surpassed the new minimum guarantee, expected to positively impact BetMakers’ future gross margin.
Jake Henson, CEO of BetMakers, recognized Penn as a valued customer. He expressed delight at continuing collaboration to distribute their racing content internationally, ensuring returns to stakeholders and reaching a broader audience. “This amended agreement is a positive step for both parties, and we look forward to a successful and profitable partnership,” he added.
Chris McErlean, VP of Racing at Penn Entertainment, shared excitement about their ongoing relationship with BetMakers, describing them as a global leader in racing distribution and technology. He praised their expertise and international reach as crucial in expanding the reach of their racing content, expressing eagerness to maximize the value of racing assets and create new opportunities for stakeholders.
This announcement coincides with BetMaker’s expansion of its Monmouthbets platform across the US, using fixed-odds markets to attract more bettors. Investors have noticed, with a recent over 3% rise in shares. The platform, licensed by the Oregon Racing Commission, aims to serve multiple states and bring Penn’s racetrack content to international fixed-odds and exchange markets.
Finimize suggests this tactic could draw new audiences as traditional pari-mutuel betting wanes, demonstrating how regulators use existing racing frameworks to expand online wagering across states.
- SCCG Management. The Gambling Industry’s Global Connector. Access Here.
- Source: SCCGManagement.com