BetMakers Expands Global Racing Partnership with Penn Entertainment

Striding into a future where technology meets tradition, BetMakers Technology Group has solidified a pioneering three-year deal with Penn Entertainment, an essential milestone in the world of racing content distribution. Kicking off on January 1, 2026, this landmark agreement ensures BetMakers remains the exclusive international distributor for Penn’s racing content, covering a broad spectrum from fixed-odds to exchange wagering. This partnership, initiated in 2022, is not just a continuation but an expansion of their collaborative efforts, poised to boost the visibility and reach of Penn’s high-quality racing events.

The deal, with an option to extend for another year, holds immense potential for both entities. It aligns incentives effectively through a revenue-sharing model that links earnings to performance above a guaranteed minimum, thus ensuring mutual growth. By enhancing access for international Tote customers and maintaining exclusivity for B-pool wagering, BetMakers expands its service offerings which already encompass Host Tote operations, Betline terminals, and digital wagering solutions. These advancements indicate a strategic and symbiotic approach toward amplifying the value and reach of racing events globally.

Beneficially for BetMakers, the revenue generated under the preceding agreement already surpassed the new minimum guarantee last year, serving as a robust

Beneficially for BetMakers, the revenue generated under the preceding agreement already surpassed the new minimum guarantee last year, serving as a robust indicator that the new structure will positively impact BetMakers’ gross margin. As Jake Henson, CEO of BetMakers, emphasized, Penn is not just a partner but a valued client whose continued collaboration promises significant returns for their stakeholders. By leveraging this enhanced agreement, BetMakers aims to broadcast Penn’s racing content to a broader international audience, ensuring both parties reap the rewards of a robust and profitable partnership.

Echoing this sentiment, Chris McErlean, Vice President of Racing at Penn Entertainment, lauded BetMakers as a global leader in racing distribution and technology. He applauded their expertise and international reach, which have significantly expanded the footprint of their racing content. This extended deal signifies more than just continuity; it’s a testament to the successful synergy between the two organizations. Looking forward, McErlean expressed confidence in maximizing the value of Penn’s racing assets, providing new avenues for their stakeholders in an evolving market landscape.

As BetMakers propels its Monmouthbets platform across the US, it leverages fixed-odds markets to captivate a broader betting audience, surpassing the