BetMakers Technology Group is pleased to announce that it has secured a new three-year agreement with Penn Entertainment for the international distribution of its racing content, commencing 1 January 2026.
The agreement includes a mutual one-year extension option and builds on the successful partnership first established in 2022.
Under the revised agreement, BetMakers will continue as the exclusive international distributor of Penn’s racing content for fixed odds, derivative bets, and exchange wagering. The agreement also provides enhanced gateway access for international Tote customers, and exclusivity for B-pool wagering.
The new agreement complements the range of services BetMakers already provides to Penn Entertainment, including Host Tote operations, Betline terminals, and digital wagering solutions.
As part of the revised structure, Penn will participate in revenue sharing on income generated above the minimum guarantee, further aligning incentives and fostering growth in international markets. The FY25 revenue generated under the previous agreement exceeded the new minimum guarantee, which is expected to positively impact BetMakers’ gross margin going forward.
Jake Henson, Chief Executive Officer of BetMakers, said:
Penn Entertainment is a valued and important customer for BetMakers. 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.
Chris McErlean, Vice President of Racing at Penn Entertainment, added:
We’re pleased to continue our relationship with BetMakers, a proven global leader in racing distribution and technology. Their expertise and international reach have been instrumental in expanding the footprint of our racing content. We look forward to working together to maximise the value of our racing assets and provide new opportunities for our racing stakeholders.
