BetMakers Technology Group has secured a new three-year deal with Penn Entertainment to handle the international distribution of its racing content, starting January 1, 2026.
The agreement includes an option to extend for an additional year and builds on a partnership that began in 2022.
Exclusive Global Distributor Position, Reaffirmed
According to the terms of the updated agreement, BetMakers will remain the exclusive international distributor for Penn’s racing content, covering fixed-odds, derivative bets, and exchange wagering. The deal also improves access for international Tote customers and maintains exclusivity for B-pool wagering.
The arrangement adds to the services BetMakers is already offering to Penn. The list includes Host Tote operations, Betline terminals, and digital wagering solutions.
The new structure will also feature revenue sharing for income above a guaranteed minimum, aligning incentives and supporting growth in international markets.
Last year, revenue under the previous agreement already exceeded the new minimum guarantee, which is expected to positively affect BetMakers’ gross margin moving forward.
BetMakers chief executive officer Jake Henson called Penn “a valued and important customer” for the group.
“We are delighted to continue working with them on their international content distribution to deliver returns to their horse racing stakeholders and bring their quality racing content to a wider 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, vice president of Racing at Penn Entertainment, expressed similar excitement for continuing their relationship with BetMakers, “a proven global leader in racing distribution and technology.”
McErlean went on to praise their “expertise and international reach”, which have proven to be “instrumental in expanding the footprint” of their racing content.
“We look forward to working together to maximise the value of our racing assets and provide new opportunities for our racing stakeholders.”, the VP concluded.
Good Timing
The announcement comes amid BetMaker’s expansion of its Monmouthbets platform across the US, using fixed-odds markets to reach more bettors.
Investors have already taken notice, with shares rising over 3% recently. The platform, licensed through the Oregon Racing Commission, aims to serve multiple states and bring Penn’s racetrack content to international fixed-odds and exchange markets.
Finimize notes this approach could attract new audiences as traditional pari-mutuel betting slows, while showing how regulators are using existing racing frameworks to grow online wagering across state lines.